Shocking and moving content ...epic scale ... controversy has prolonged debate 10 / 10

This campaign video from small campaigning organisation Invisible Children, which aims to bring Ugandan warlord Joseph Kony to justice for crimes against humanity, has set new records in video sharing. But how did a 30-minute documentary about an African war criminal become such a phenomenon, racking up a staggering 50m views and 6m shares in its first three days alone?

The content is both shocking and moving. The difference with Kony 2012, though, is that this is on an epic scale – a strategic move to stage a global social coup, with a little help from key influencers such as Oprah Winfrey, Justin Bieber, Bono and Angelina Jolie, who tweeted the link to their vast networks.

However, the organisation itself has also attracted criticism for its donors and spending tactics, which has helped prolong the debate. Never­theless, the film has certainly achieved the group’s stated aim of making Kony ‘famous’.

Ones to watch: Viral hits from this week

 

Samsung: Angry Birds Space

Samsung and Rovio Mobile have teamed up for the launch of Angry Birds Space. While the game, unveiled at SXSW, will be available on other devices, the Galaxy Note will have exclusive content.

Barter Books: The Story of Keep Calm

The story behind the ’Keep calm and carry on’ wartime posters and their rediscovery in a North-East bookshop, which propelled the slogan to fame decades after it was originally issued.

Heineken: UEFA Trophy Tour 2012

UEFA sponsor Heineken placed the Champions League trophy in unsuspecting travelling football fans’ hotel rooms and filmed their reactions. The viral has been made to mark the cup’s first global tour.

This article was first published on marketingmagazine.co.uk