A sneaky trick to “go viral”
Back in 1999, before all the rage about “online video†existed, the most popular thing people would share were pictures. Some of these photos and illustrations were the very first real-world examples of “going viralâ€.
Then, in late 2000, a computer programmer and part-time DJ from Kansas called Jeffrey Ray Roberts took all the photos, modified them to fit his latest music creation and turned them into the single most watched flash file ever created: “All Your Base Are Belong To Usâ€.
By leveraging the existing popularity of the photos, he was able to promote his music to the world. And unknowingly sparked an internet and pop-culture phenomenon that lasted for years.
Two days ago, I saw a new video that was just released by the rock band Weezer titled “Pork and Beansâ€. The music is only ok, but the video is worth watching. The band took the time to research the most popular viral videos and contacted each of their creators with a proposal to be featured in a rock video… Who would say no to that?
As a result, they have created a video that features many of the web’s viral icons. People like Gary Brolsma (aka the numa-numa kid), Chris Crocker (aka. Britney Fan) and many others. Here it is in all it’s glory:
I’m interested in finding out what you think… Did Weezer leverage viralness correctly to create a viral video of their own? Will they become the next pop-culture star or will it just appeal a few for the novelty and fade out in a month? Leave a comment and let me know…
Note.- Do you know what it takes to go viral in the social web? If not, I strongly recommend reading Jack Humphrey’s “Authority Black Book†today! (A new version with updated tactics for 2008 was just released and it’s better than ever!)
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Topic: Audio & Video · 
Tags: internet, pop-culture, video, viral marketing · 
9 Comments
What a great video! I guess Weezer are just turning the YouTube phenomenon on its head: instead of UGC mocking mainstream media, we see exactly the opposite.
According to the ever-faithful Wikipedia, Barenaked Ladies did something similar for their video “Sound of Your Voice” (http://en.wikipedia.org/wiki/Pork_and_Beans_(song))
Interesting. Almost like the Weird Al of viral. Unfortunately i don’t think it’ll be a long lasting hit. Way too many males in the video and the Britney guy still freaks me out!!!!
Seems like a cheap gimmick, if you ask me. By the end of June, nobody will care…if this video even gets attention in the first place.
Now, the original videos…those will be immortalized on “I Love the 00s” on VH1 in about 10 years. I doubt they’ll feature the Weezer video in that segment.
Just a few thoughts…don’t tase me, bro.
I think plenty more (like thousands) of statements like this are gonna be made about the YouTube culture. Everyone is still so caught up in uploading vids like crazy no one has taken that much time to recap where we’ve been.
I thought the vid did a brilliant job of incorporating the “stars” of YouTube instead of just playing their clips. Being IN this video made the difference. Made it feel like what it was: a higher end production out of people who made clips for nothing and put them up, grain and all, on the Tube.
I can appreciate that. Whether it goes huge or not, who knows? I mean you couldn’t predict any one of those people in the video getting as much attention as they did until it happened.
Now they’re in Weezer videos. Weezer can kind of say “All your Tubestars Are Belong To Us”
Pretty cool video, as far as videos go.
Not sure what it’s real purpse is/was.
Absolutely great video for an OK song, more a celebration of “15 minutes of fame” mini-celebrities. I loved it. Will I remember it? No, but that’s the point, really, isn’t it?
ADG
Very clever video! I recognized most of the viral videos that were included. I don’t think this will catapult Weezer into pop-culture though. Not sure why however, maybe it’s the song or maybe that it’s not really new in the sense of what you mentioned earlier.
Mark Sierra at MeAndMyDrum.com’s lastest post: So If You Don’t Pretend, Have You Failed As A Marketer?
To answer your Qs:- I think it’s quite possible for them to become the pop-culture star. But it all depends on how “compelling” the viral marketing message is – do they produce an “image” that has staying-power? Take for instance, I didn’t know that Gary Brolsma was the numa-numa kid. In fact, I didn’t even know the name of the numa-numa song! But when I read your blog posting, I remember that back in 2005, my Uni friend showed me the video of a guy lip-synching to a catchy tune. So, yes – viral marketing worked in Gary Brolsma’s case.
Weezer already has pop culture success. They just made a fun video.