Here’s a snap I caught in Heathrow a couple of days ago. An endcap (you know the coveted display case at the end of an aisle in a retail store) that is either celebrating/remembering or exploiting an artist’s life. Or perhaps both. You decide.
Don't Stop Till You Get Enough
Distribution, Distribution, Distribution. Photo credit Reed Kavner
In a rather excited blogpost (lots of exclamation points!!… count them) Visible Measures, a company that makes it possible to track video views online, has listed the top viral videos of all time.
Number one is “Soulja Boy Crank That” logging in at 356,300,000 views.
Check out the video. It’s very very smart. Do you think its a coincidence that the most watched online video of all time does the following things so well:
Branding: the song has the singer’s name in it — and it’s no cameo.. “Soulja Boy” basically IS the hook/chorus. This makes it easy to remember the artist, easy to talk about, easy to find again.
Calling people to action: the video is jampacked with imagery of, well, people watching the video. And many times they are watching it together. What a terrific, not-so-subtle reminder to share the video and enjoy it with others.
The thing is built to work. Crank dat.
Barak Kassar is Principal and Creative Director at Rassak Experience. You can mail him.
Dylan Thomas is Digital Director at Rassak (and yes, it is his real name). You can mail him too.
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