Viral web video comes in all shapes and forms. The very best entertain AND drive home a key attribute about the brand. The Sony Bravia “Superball” viral video is one of my recent favorites and it just nails this point right on the head. The video is 2:26 in length and all but 5 seconds (the last 5) are dedicated to a very catchy song and 300,000 colorful superballs bouncing every which way down a San Francisco street. When we watch this video for the first 2 minutes 21 seconds we aren’t thinking about who made it or what company is trying to push what product. We don’t think about it because we are so enthralled by sixty camera angles of superballs bouncing.
So in the last five seconds, when the music begins to fade and “Colour…Like no other” flashes on the screen before the 2 second Bravia TV (Sony) product shot…we applaud.
What is the moral of the story? There are many from this example, but the one that stands out the most is: Don’t be afraid to be subtle and simple with your branding statement. Let the experience speak for itself.