For a while I’ve been looking at social media as a communication tool.  You will have noticed that I have posted  many blogs about the ways in which the internet can create a sensation that either builds up or destroys its target.  This flash mob video is a great example of how something can spread like wildfire and become a sensation.  However, who can forget the 10 million hits that destroyed United Airline’s reputation?

Above we have a great example of how the internet viral has challenged mainstream communication.  By bringing all of the viral clichés together with the words “Jennifer Aniston’s Sex Tape”, Smart Water pinpoint two key things:

  1. Viral video clips sell things by word of mouth and recommendation unbelievably well.
  2. We can identify what has worked in the past but it is really difficult to say what will work in the future.  It is a totally deregulated phenomenon and out of the hands of “the man”.  “The man” wants to use it but doesn’t know how.  And if it is used by “the man” people are less likely to pass it on as it stinks of “the man”.