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Viral Video Case Study Upside: Anything is Possible

By Leslie Hetherington

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The ‘Muse’ – First Ever 2014 Cadillac ELR: Poolside

•  Released February 7, 2014 •  TV Ad – Aired during Oscars,

Sochi, Super bowl

•  More than 2.3 million views

•  ‘Day-in-the-life’ with capitalist, ‘entitled’ man

https://www.youtube.com/watch?v=qGJSI48gkFc

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The Reaction….

•  “Insulting to Europeans” •  “Sets a bad image for America” •  “Materialistic” •  “1% - centric”….

•  Lots of media buzz…

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The Parody – Upside: Anything is Possible

•  Parody posted on web •  Posted March 26, 2014

•  More than 1.3 million views

•  Day-in-the-life of opposite: socially conscious, entrepreneurial woman

https://www.youtube.com/watch?v=jAN61QK0aUI

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The Result: •  Shared extensively on Twitter, facebook •  ‘Upside’ was picked-up by Upworthy

•  Even appeared in GM’s blogs (GM Authority & GM Volt)

•  Drove traffic to Detroit Dirt – crashing website for short time

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The Initial Click

•  Timing – receptive audience familiar with GM ad, lingering occupy sentiment

•  Ethical & emotional appeal – contrast of successful ‘real’ person with a heart

•  Novel partnership - automotive company + compost organization

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Why Share?

•  Quality – Succinct & sharp delivery with frame-by-frame match

•  Altruism by association – people want to look good by sharing positive stories

•  Social currency – current affairs links - hope in Detroit, sustainability…

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Backstory •  Team Detroit (Ford’s ad agency)

initiated video

•  Video first posted on ad agency’s site

•  Both GM and Ford work with Detroit Dirt