ford viral video case study
DESCRIPTION
Case study analysis on what made the Ford Upside: Anything is Possible video go viral, including what prompted the initial click and what made it shareable.TRANSCRIPT
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Viral Video Case Study Upside: Anything is Possible
By Leslie Hetherington
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The ‘Muse’ – First Ever 2014 Cadillac ELR: Poolside
• Released February 7, 2014 • TV Ad – Aired during Oscars,
Sochi, Super bowl
• More than 2.3 million views
• ‘Day-in-the-life’ with capitalist, ‘entitled’ man
https://www.youtube.com/watch?v=qGJSI48gkFc
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The Reaction….
• “Insulting to Europeans” • “Sets a bad image for America” • “Materialistic” • “1% - centric”….
• Lots of media buzz…
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The Parody – Upside: Anything is Possible
• Parody posted on web • Posted March 26, 2014
• More than 1.3 million views
• Day-in-the-life of opposite: socially conscious, entrepreneurial woman
https://www.youtube.com/watch?v=jAN61QK0aUI
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The Result: • Shared extensively on Twitter, facebook • ‘Upside’ was picked-up by Upworthy
• Even appeared in GM’s blogs (GM Authority & GM Volt)
• Drove traffic to Detroit Dirt – crashing website for short time
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The Initial Click
• Timing – receptive audience familiar with GM ad, lingering occupy sentiment
• Ethical & emotional appeal – contrast of successful ‘real’ person with a heart
• Novel partnership - automotive company + compost organization
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Why Share?
• Quality – Succinct & sharp delivery with frame-by-frame match
• Altruism by association – people want to look good by sharing positive stories
• Social currency – current affairs links - hope in Detroit, sustainability…
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Backstory • Team Detroit (Ford’s ad agency)
initiated video
• Video first posted on ad agency’s site
• Both GM and Ford work with Detroit Dirt