Viral smashes to be dissected at BE Festival
The story behind two of the world’s most successful pieces of brand-funded viral content ever made is to be revealed at next month’s Festival of Branded Content & Entertainment in Sydney.
The strategist behind the global success of Dove’s Real Beauty Sketches, Joel Pearson, the London-based innovation director of media agency PHD’s global communications planning unit, will share the story of the complex realtime media buying strategy which kicked off what is thought to be the most watched viral ad in history.
And the creator of the multi- award winning Dumb Ways to Die, McCann Melbourne ECD John Mescall will discuss what made the content so shareable.
Has anyone ever produced two massive viral hits? Assuming the answer is ‘no’, then it seems logical that the phenomenon is random and dissection pointless. Perhaps I’m being too harsh?