While AKQA picked up a grand prix, The Viral Factory won gold for Diesel XXX SFW and was shortlisted three times in the viral video category for Diesel XXX SFW, Samsung LED TVs and Samsung Omnia and once in the viral marketing category for Skype's 'Laughter Chain'.
Comments
The UK's best viral if measured on anything from traffic to dwell time to click through will undoubtedly be a game rather than an 'hilarious' video clip. But again - Revolution perpetuates the ignorance of traditional agencies who continue to confuse the word 'viral' with the word 'video'.
Advertising to people via short bits of video rather than taking advantage of interactive media and engaging with them.. It's like the internet never happened.
BTW i'd just like to add that Viral Factory's Diesel ad is excellent and a truly legendary bit of viral.
Jim,
Viral, in this instance, is defined as the 'Viral Marketing' and 'Viral Video' categories in the Cannes Cyber Lions. It's not my ideal definition of viral but if we're looking at the best videos that have gone viral, it's one I'm happy to use in this instance.
'It's like the internet never happened' - these videos wouldn't be in the public consciousness if the internet didn't exist.
Best, Andy.
"Why not check out the videos below and then vote in our homepage poll \(bottom right) to determine what really is 2009's best UK viral"
Maybe just me being pedantic but it looks like you might not have included anything interactive in your poll for 2009's 'best UK viral'
You know I get a bee in my bonnet about the ad industry bastardising the word 'viral' to describe an online video campaign.. which is why I ripped the piss when you had a viral roundup in the mag featuring a video that has been seen by less that 200 people.
I guarantee that, like most viral games experts, we will have had campaigns that trounced these featured 'virals' in every possible metric in the last 12 months. But whilst these sort of awards are judged by traditional agency people that cannot comprehend advertising outside the confine of video we'll continue to look on bemusement...
Hi Andy, Jim,
I have to say i agree with Jim here, it's ridiculous that the term viral seems to have been exclusively colonised by the video industry as Jim quite rightly says a decent game will kick the ass of a video in terms of traffic 9 times out of 10.
I do understand to a degree that you're following the lead of the "experts" at Cannes but to be frank it's not a strong defense, it's a bit like having a list of the UK's top atheletes, every one of them being male and then defending it by saying "well, most people think of atheletes as being men" :O)
C
Hi Chris, Jim,
Thanks for the points.
In no way do I think viral should be used only for videos. Games, emails, GIFs and a lot more can be counted as viral if they land in my inbox and millions of others.
The fact is, however, that what we've listed are the only virals to be shortlisted by Cannes in their viral advertising categories.
If there were games we'd include them. If there were emails we'd include them. If there were GIFs we'd include them. But on this occasion there are only videos. That's why we've listed only videos.
A
Hi Andy,
It's good to hear that your definition isn't quite as narrow as that goverened by the Cannes categories and frankly I don't think that was ever in question, i know you're a very clever chap!
However, maybe revolution should address this? Maybe an article about what Cannes overlooked is in order? Or maybe it's as simple as "Cannes only listed video but we're going to do it better!"
Cheers
C
Andy - I hear ya fellah although checking out the 'viral effect' section of the Revolution site it looks like the latest score is:
Games = 0
Gifs = 0
Emails = 0
Videos = 15
Sorry that you are taking the heat for an industry wide misunderstanding. I think we just get a bit bored of trying to enter viral awards only to be greeted with the phrase upload your MOV here..
The facts are simple. Viral games often generate much better traffic than videos, have much better levels of user engagement and always provide much better clickthroughs. Our tracking metrics are also much more accurate.
But viral games will apparently always play second fiddle in the press because, to traditional marketeers, viral videos look like the kind of advertising they are already familiar with. Ironically this is probably why they aren't so popular with the general public.
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Comments
jim mcniven - 23/06/2009
The UK's best viral if measured on anything from traffic to dwell time to click through will undoubtedly be a game rather than an 'hilarious' video clip. But again - Revolution perpetuates the ignorance of traditional agencies who continue to confuse the word 'viral' with the word 'video'. Advertising to people via short bits of video rather than taking advantage of interactive media and engaging with them.. It's like the internet never happened.
jim mcniven - 23/06/2009
BTW i'd just like to add that Viral Factory's Diesel ad is excellent and a truly legendary bit of viral.
Andrew McCormick - 23/06/2009
Jim, Viral, in this instance, is defined as the 'Viral Marketing' and 'Viral Video' categories in the Cannes Cyber Lions. It's not my ideal definition of viral but if we're looking at the best videos that have gone viral, it's one I'm happy to use in this instance. 'It's like the internet never happened' - these videos wouldn't be in the public consciousness if the internet didn't exist. Best, Andy.
jim mcniven - 23/06/2009
"Why not check out the videos below and then vote in our homepage poll \(bottom right) to determine what really is 2009's best UK viral" Maybe just me being pedantic but it looks like you might not have included anything interactive in your poll for 2009's 'best UK viral' You know I get a bee in my bonnet about the ad industry bastardising the word 'viral' to describe an online video campaign.. which is why I ripped the piss when you had a viral roundup in the mag featuring a video that has been seen by less that 200 people. I guarantee that, like most viral games experts, we will have had campaigns that trounced these featured 'virals' in every possible metric in the last 12 months. But whilst these sort of awards are judged by traditional agency people that cannot comprehend advertising outside the confine of video we'll continue to look on bemusement...
Chris Kempt - 23/06/2009
Hi Andy, Jim, I have to say i agree with Jim here, it's ridiculous that the term viral seems to have been exclusively colonised by the video industry as Jim quite rightly says a decent game will kick the ass of a video in terms of traffic 9 times out of 10. I do understand to a degree that you're following the lead of the "experts" at Cannes but to be frank it's not a strong defense, it's a bit like having a list of the UK's top atheletes, every one of them being male and then defending it by saying "well, most people think of atheletes as being men" :O) C
Andrew McCormick - 23/06/2009
Hi Chris, Jim, Thanks for the points. In no way do I think viral should be used only for videos. Games, emails, GIFs and a lot more can be counted as viral if they land in my inbox and millions of others. The fact is, however, that what we've listed are the only virals to be shortlisted by Cannes in their viral advertising categories. If there were games we'd include them. If there were emails we'd include them. If there were GIFs we'd include them. But on this occasion there are only videos. That's why we've listed only videos. A
Chris Kempt - 23/06/2009
Hi Andy, It's good to hear that your definition isn't quite as narrow as that goverened by the Cannes categories and frankly I don't think that was ever in question, i know you're a very clever chap! However, maybe revolution should address this? Maybe an article about what Cannes overlooked is in order? Or maybe it's as simple as "Cannes only listed video but we're going to do it better!" Cheers C
jim mcniven - 23/06/2009
Andy - I hear ya fellah although checking out the 'viral effect' section of the Revolution site it looks like the latest score is: Games = 0 Gifs = 0 Emails = 0 Videos = 15 Sorry that you are taking the heat for an industry wide misunderstanding. I think we just get a bit bored of trying to enter viral awards only to be greeted with the phrase upload your MOV here.. The facts are simple. Viral games often generate much better traffic than videos, have much better levels of user engagement and always provide much better clickthroughs. Our tracking metrics are also much more accurate. But viral games will apparently always play second fiddle in the press because, to traditional marketeers, viral videos look like the kind of advertising they are already familiar with. Ironically this is probably why they aren't so popular with the general public.