How Carlsberg’s Bikers Video Went Viral

carlsberg bikers viralIf you are into watching videos online, you have probably seen Carlsberg’s bikers cinema stunt video that took place in Brussels, Belgium. Ever since the video came out last month, it has been going viral and are now charted among the most seen viral videos at the moment.

The video is an outcome of Carlsberg Belgium’s wish to give the brand a boost, as it was considered too formal and less approachable and daring. In order to tackle this, the brand decided to communicate to a younger target group and project the feeling of ‘stepping up and doing the right thing’. In the video, a couple enters a cinema where there are only two seats available among a group of bikers. The couple who stood up to face the challenge were rewarded with a true Carlsberg moment based on the slogan “that calls for a Carlsberg”.

Why did the video go viral?

We have talked to Bart Creemers, Senior Brand Manager at Carlsberg Importers based in Belgium to get his views on the video. In his opinion what was part of making the video a hit was the fact that it is easy to relate to as anyone can put himself or herself in the dilemma and think “what would I do?”.

“The idea of the bikers was just spot on in the sense that it is simple and recognizable for all. The situation is authentic, stepping away from traditional commercial. The sole challenge was to gather a big group of well casted ‘bikers’ as well as to make the ‘victim trap’ working in a real-life environment”, says Creemers.

In order to execute the campaign, Carlsberg designed a media strategy to create awareness through TV, cinema, outdoor and online video. On top, they leveraged a partnership with Kinepolis for the infrastructure.

Hit the lottery

As an important remark, Bart Creemers notes: “You are never able to forecast the success of a viral spot. In that case, it is similar to a lottery”

In our opinion Carlsberg has hit the right spot in creating the video. One can never fully plan a video to go viral, but as long as you have done something edgy, funny or interesting for the users, it will be worth sharing.

Carlsberg succeeded in creating viral video that nicely captures the essence of the brand and that really portrays the “that calls for a Carlsberg” moment perfectly. Today many viral videos plays on the doubt whether the video is fake or not. But this video portrays the daily act of courage and is authentic in the sense that it emphasizes the real-life and spontaneous reactions to the situation. And this is the entertaining part in it and what makes worth a look.

Results

· 20,800 likes versus 180 dislikes and 1.500 comments
· Featured on YouTube Trends
· #3 Most Viewed (Per Week) on YouTube in the first week
· YouTube sharing figures: 630.000 Facebook shares, 13,500 tweets, 530 blog posts
· By charts: #1 on Mashable Global Ads Chart and AdAge Top 10 Viral Videos Ad Chart

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!