Today programme presenters star in viral marketing experiment
by Jennifer Whitehead,
Brand Republic
11-Mar-09, 11:10
LONDON - BBC Radio 4's flagship current affairs programme 'Today' is being promoted in a spoof viral that claims Jim Naughtie presents the show wearing nothing by a thong and that Evan Davis refuses to go on air unless he is provided with an eclectic selection of costumes and make up.
The three-minute viral has been created by Rubber Republic, with the idea of seeing how 'Today' will fare in a world of viral marketing, YouTube and the "watercooler" moment.
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It shows the 'Today' programme's fictional wardrobe mistress talking through the demands of the presenters who work on the show.
She claims that John Humphrys' wardrobe consists entirely of identical grey sweaters and white shirts, while Jim Naughtie is alleged to wear either a thong or nothing at all to present the show.
Evan Davis' wardrobe ranges from a penguin suit to dressing as a Bay City Roller, and during the viral he demands that the wardrobe department sew aeroplanes with propellers on his belt.
The idea for the film came after a recent feature 'Today' ran on viral marketing. Rubber Republic had appeared in the item and was then challenged by 'Today''s editor to make a viral.
The idea is to explore how far it spreads with minimal seeding, and Rubber Republic will appear on Today in around a month's time to report on the effect.
Matt Golding, creative director at Rubber Republic, said: "When the makers of 'Today' challenged us to make them a viral on a quick turnaround, we knew it would be tough but we thought 'what better way to prove how the medium works?'
"We've done our best to make something we think is fun and now it's down to the public to judge for themselves."
'Today' is Radio 4's most popular programme, reaching an average of 6m listeners every week.
The phrase 'three minute viral' says it all - somewhat oxymoronic. Perhaps the creators have mixed up 'spoof' with viral' and created a 'spiral' - with the direction being downwards... Watch it on youtube and within 30 seconds I defy you not to reach for any available sharp object - watch only if your screen is insured.
Julian - that's possibly one of the most absurdly stupidly toe-curlingly LOL-ingly ill-informed comments I've ever read on Brand Republic. The length of a film has absolutely nothing to do with whether something goes viral or not. Virality is conceptually based around how it's shared socially across the internet \(or across other media). The Today programme film is a challenge to look at how viral advertising works from a practical and theoretical perspective . . .
On the plus side of your comment - it's got a conversation started - which is another key factor of successful virals . . .
Actually, as much as Wakeley and I D.E.S.P.I.S.E each other \( we have history, bad bad history) and despite my personal feelings of illest ill will towards anything vaguely Wakeleyesque, I have to admit that I am forced to agree with the caddish blighter on a couple of the snide and curt points he raises with such antagonism in his jibe above
The video in question is mildly witty but certainly doesn't have any of the attributes of a "Viral" video in the strictest sense of the word
Yes a viral is usually less than 60 seconds in length many are under 30, attention spans are SHORT when content is surrounded by tantaising hyperlinks that promise the surfer MOAR gratification
You CAN get away with a lengthy video if it is tightly edited, punchy, educational, TARGETTED and witty at the same time time, you really need to work hard to capture and keep the initial ATTENTION though, infact my most viewed, highest rated & most commented online video EVER is a 10 minute long series of impressions of various English accents & dialects, most of the LOVE it generates seems to be from TOEFL teachers, Foreign students of the English language and North American thesbians, again, identifying with a target or niche audience would be key
I have doubts that Radio 4 Listeners would delight at Seeing Blair & Browns former university room-mate Jim Naughtie in his thong or even in an open shirt
Sean, love your photo.. :) Chris. I am glad I got it started. The point is, Sean is right, some virals can be long and entertaining, and you might want to pass it on, but it's a harder act to do. Just because it is enjoyable doesn't make it viral - don't mix them up and deliver one thing that does something else.
I agree with the commentsabove that this isn't a viral. It's more a corporate film made for the staff to watch at the annual company review. Or evens perhaps suited for an ill fates sketch show on ITV3. Well very much along those lines anyway. It does have one redeeming quality and that is the end! Seriously tho, I think the end shot with space suit is funny. Shame about the rest. And I think it's a real missed opportunity, you guys worked with a national institution and didn't have the sense to realise than more than 90% of your film isn't funny. BBC Radio 4 which is renowned for fostering outstanding comedy also missed a trick in allowing this film, \(or viral as Rubber Republic calls it) to go out. I say it's a SCANDAL AND MOCKERY of minor proportions!!!
of course it's viral- we're talking about it, some of us have blogged about it, others have sent the link out. Even this conversation thread means it's viral. It's being fueled by people power and it's become a social object. I think it's excellent. Well done you rubber lot. What next ? Paxman in his pants?
Scott- what was the point of that? Why did u have to spam us with that link? What's viral? Why did you bother? You've just done yourself more harm than good, because I'm in the mood for a bit of flaming.
Comments
Julian Wakeley - 11/03/2009
The phrase 'three minute viral' says it all - somewhat oxymoronic. Perhaps the creators have mixed up 'spoof' with viral' and created a 'spiral' - with the direction being downwards... Watch it on youtube and within 30 seconds I defy you not to reach for any available sharp object - watch only if your screen is insured.
Chris Quigley - 11/03/2009
Julian - that's possibly one of the most absurdly stupidly toe-curlingly LOL-ingly ill-informed comments I've ever read on Brand Republic. The length of a film has absolutely nothing to do with whether something goes viral or not. Virality is conceptually based around how it's shared socially across the internet \(or across other media). The Today programme film is a challenge to look at how viral advertising works from a practical and theoretical perspective . . . On the plus side of your comment - it's got a conversation started - which is another key factor of successful virals . . .
sophy ashworth - 11/03/2009
I thought it was brilliant - I like the Today programme anyway though so maybe I was always going to be kindly disposed...
SEAN RUTTLEDGE - 11/03/2009
Actually, as much as Wakeley and I D.E.S.P.I.S.E each other \( we have history, bad bad history) and despite my personal feelings of illest ill will towards anything vaguely Wakeleyesque, I have to admit that I am forced to agree with the caddish blighter on a couple of the snide and curt points he raises with such antagonism in his jibe above The video in question is mildly witty but certainly doesn't have any of the attributes of a "Viral" video in the strictest sense of the word Yes a viral is usually less than 60 seconds in length many are under 30, attention spans are SHORT when content is surrounded by tantaising hyperlinks that promise the surfer MOAR gratification You CAN get away with a lengthy video if it is tightly edited, punchy, educational, TARGETTED and witty at the same time time, you really need to work hard to capture and keep the initial ATTENTION though, infact my most viewed, highest rated & most commented online video EVER is a 10 minute long series of impressions of various English accents & dialects, most of the LOVE it generates seems to be from TOEFL teachers, Foreign students of the English language and North American thesbians, again, identifying with a target or niche audience would be key I have doubts that Radio 4 Listeners would delight at Seeing Blair & Browns former university room-mate Jim Naughtie in his thong or even in an open shirt
Julian Wakeley - 11/03/2009
Sean, love your photo.. :) Chris. I am glad I got it started. The point is, Sean is right, some virals can be long and entertaining, and you might want to pass it on, but it's a harder act to do. Just because it is enjoyable doesn't make it viral - don't mix them up and deliver one thing that does something else.
James Carpenter - 11/03/2009
I agree with the commentsabove that this isn't a viral. It's more a corporate film made for the staff to watch at the annual company review. Or evens perhaps suited for an ill fates sketch show on ITV3. Well very much along those lines anyway. It does have one redeeming quality and that is the end! Seriously tho, I think the end shot with space suit is funny. Shame about the rest. And I think it's a real missed opportunity, you guys worked with a national institution and didn't have the sense to realise than more than 90% of your film isn't funny. BBC Radio 4 which is renowned for fostering outstanding comedy also missed a trick in allowing this film, \(or viral as Rubber Republic calls it) to go out. I say it's a SCANDAL AND MOCKERY of minor proportions!!!
James Carpenter - 11/03/2009
Also what kind of a viral challenge is it where only one company knows about it so they rise to the challenge?
jez jowett - 11/03/2009
of course it's viral- we're talking about it, some of us have blogged about it, others have sent the link out. Even this conversation thread means it's viral. It's being fueled by people power and it's become a social object. I think it's excellent. Well done you rubber lot. What next ? Paxman in his pants?
Scott Schachter - 11/03/2009
That was very interesting. Check Out This New Viral Campaign from IFC/Sundance http://www.indienomics.com/site/
jez jowett - 17/03/2009
Scott- what was the point of that? Why did u have to spam us with that link? What's viral? Why did you bother? You've just done yourself more harm than good, because I'm in the mood for a bit of flaming.