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Volkswagen “Pianotrappan” video the most spread viral film ever?

Alexander MasonThis post was written by Alexander Mason, Director of Business Development for Cision Northern Europe.

The other day the video “Pianotrappan,” one of three films produced by Volkswagen as a part of their environmental campaign “Fun theory” made it to the top of The Viral Video Chart. There are plenty of videos that have more views on youtube than “Pianotrappan” but this film is the most talked about on social media sites such as Facebook, Twitter and blogs.

That the film now has made it to the top of the chart means that it is the most viral film ever in the world. This basically means that no other video has been shared more, embedded more on blogs as well as tweeted about according to Scott Button, CEO of Unruly Media that run The Viral Video Chart.

I am sure that there is somebody around the world who has a different view of which video that is the most successful viral video ever. But I think that this bit of news that I ran across as a press release  sparked a couple of thoughts within me.

First, the video shows what can be done by making the process more fun. So how can you and I adapt and think about it in our daily tasks?

Secondly, the video is made locally by Volkswagen Sweden together with DDB, their advertising agency, but has managed to grab attention all across the world. So this is yet another example of how the Net basically erases boundaries between local and global initiatives. How do you prepare for this as you plan your online activities?

Last but not least, I quite liked the Viral Video Chart site. But the thought that strikes me is that viral activities are somewhere inbetween marketing and PR. The most successful viral campaigns often have the look and feel of a great marketing campaign but have the idea of a truly brilliant PR activity.

So did Cision play any part in this project? Not really. Full disclosure: we did, however, help them in increasing their visibility in both traditional and online media by distributing their press release.

Tags : social media

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