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March 13, 2012
Get me a Kony 2012, stat!
This cartoonfrom our friend Tom Fishburne, "marketoonist" extrordinaire, was perfectly timed this week. With the Kony 2012 video becoming the most viral video of all time -- 100 million views in 6 days -- I'm wondering if it has renewed demands by the C-suite that their team get them a viral video ASAP.
Smart marketers know that producing a video that spreads like Kony 2012 is like catching lightening in a bottle. You can try it, but the odds are stacked against you.
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As an executive it's hard not to look at these sorts of rapidly spreading ideas and think, "How can this make money for me?" Still, it's funny that many executives also think there is some sort of technique for doing this that they can unlock. In truth i think it has much more to do with external factors than any sort of internal development or proliferation on the part of a company.
I love that cartoon! It reminds me of a period of time in our history when nearly every new business assumed that the Internet would propel them into a meteoric ascent, just like those people sitting around the conference table in the cartoon.
That period of history was called the dot-com boom. And as it turned out, that guy wearing the blue shirt, and asking the naively-honest question, turned out to be the smartest guy in the room.
If I had a nickel for every time a client asked me how to make their video/website/blog -you name it - "go viral" I wouldn't need any more clients! Even funnier to think of a boardroom of people trying to plan out how to make their video viral! Funny.