OK, I’ll be honest with you. I just wanted a reason to embed this hilarious/ cringe-worthy YouTube video into my blog. Uploaded to YouTube in early December 2013, this video of the Russian Ministry of Internal Affairs’ choir covering Daft Punk’s ‘Get Lucky’ is an example of how viral content rarely just happens.
Timing is everything
The timing was impeccable and the video has gained some serious momentum this week following the Opening Ceremony of the Sochi 2014 Winter Olympic Games. Whether you love it (which I personally do), or it makes you cringe, there’s no hiding the fact that it was obviously well rehearsed and thoughtfully planned.
Going viral
When these blokes signed up to join the Russian police force I’m guessing that going viral on social media wasn’t part of the original plan. Their debut (YouTube) performance of ‘Get Lucky’ was published about a month earlier and has enjoyed 4,752,071 views, 65,859 likes and 2,563 dislikes as I write this. That’s pretty viral. With a track record like that how could the Russian Olympic committee consider opening the Sochi 2014 Games without including them?
The Russian Police Choir is an unlikely institution to look to for content strategy, but inspiration comes in all shapes and forms. One reason I like it so much is because of the work that has clearly gone into the video(s). Viral content rarely just happens and often involves months of planning and production leading up to the tipping point when it becomes what my friend Randy calls ‘social currency’.
Production pays off
An excellent example of world class content marketing production is the new Heineken video ‘The Odyssey’ [Interactive Film]. Everything from the choreography to the (embedded) interactive casting sessions demonstrates how the production of your media is so important for making an impact.
Conclusion
It doesn’t matter if you are creating a meme, producing a video, or even just crafting a tweet that you’re hoping will enjoy extended reach. Careful planning, the best production you can afford and a well thought out strategy will all contribute to the virility of your content.
If you’ve been considering producing some digital content for your social media marketing strategy and need some ideas or direction please CLICK HERE or leave a comment below. I’d love to help and be involved. Please be social and share this post so that your friends, followers and circles can have a giggle at the video(s). That’s why I published it. Thanks for reading and sharing. I’ll look forward to seeing you back here next week.
If you enjoyed this post you might also like:
Creating viral content to be shared
There are no more excuses for video not to be part of your content strategy
Content Marketing ideas like Rudolf the Red Nosed Reindeer
Image Credits [Atos] Videos [YouTube ~ Greys, Heineken]
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