When I started writing this, Motorola’s viral ad “Droid Does” (or is it iDon’t?) video had amassed over 209,048 views and 808 comments on YouTube in less than one day. Now, a day later, it’s up to 870k views and almost 1500 comments. See the video here:
It’s an advertisement. The same format we flip channels (and buy devices) to avoid. And yet it’s generated a massive amount of buzz, user-generated content, and traffic in support of the soon-to-be released Motorola Droid.
What makes the Droid ad so successful? (Besides the fact that it’s really, really good?) At Inbound Marketing Summit Boston last week, Tim Street identified three attributes that often contribute to making a video viral: spectacle, story, and emotion. “iDon’t” has all three. And I don’t know into which of these elements Tim would classify “contrast,” but it certainly makes this ad compelling.
In the first half of the video the sunny, almost frolicsome soundtrack provided by MoZella’s song “Magic” and the Apple-esque aesthetic contrast with the negative statements presented in Apple’s own “voice.” When the transition hits, and the electric, digital bath takes us into almost “Haunting in Connecticut” territory, we’re seeing contrast again – this time at it’s most impactful. The message? Droid is a wall of storm clouds amassing on the horizon, and Apple – skipping along on a flowery hill – never sees it coming.
The result is a viral video that does what it’s supposed to: ignite a firestorm of conversation. 1500 Youtube comments in 24 hours. Reaction videos. Blog posts, and threads of comments all over the web. Although there’s a good deal of Motorola and Verizon-slamming, there’s also a lot of interest and hype being generated. And tons of user-generated content:
My love for motorola went up from -2 to +200 (10minutehobo on Engadget)
Think I have found my new phone… Morotola Droid! (rottenspice on Twitter)
Having ditched an Iphone 3GS due to slow coverage and poor connection. Tried a GSM Hero… and yes… ALL TRUE. Once you try it.. you see why its best to DROID, cause it DOES (IDroid on PopWatch)
and, maybe my favorite (although this one is in support of the victim):
iThink I’m going to be OK due to superior brand perception. (oOo on Buzzfeed)
I’m sure the results are turning a lot of marketers (and ad agencies) green with envy. Do you harness contrast in your messaging?
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