Viral Marketing Analysis

Video: Evian Roller Babies



In the viral marketing video 'Evian Roller Babies' we see a group of babies roller skating, dancing in and out of sync around a neighborhood in their baby grows and miniature skates. The target audience are people who drink water and the video's purpose is to reenact the affects of drinking water (More specifically their own), this can range to any age, but more older people (18+). This is because people under 17 are targeted by other brands of fluid which are more sugar based/unhealthy, but the advert still appeals to all as water is found in more or less everything.

It appeared everywhere from television to youtube, even on blogs (Through streaming) and billboards. The video is in high definition which means the file hasn't been compressed and the frame rates are of high number (Making the video smoother), however the youtube's 'Quality option' means that the quality can be compressed whilst watching for computers that maybe can't handle the high definition. The editing is smooth, the sound is background music (Old school hip-hop). The file format is a '.mov' format; The file contains additional information, probably added from the digital camera or scanner used to create or digitize it. If the file has been modified from its original state, some details may not fully reflect the modified file.


Aspect ratio: 1.7777778 (Quoted from screwup.wikia.com)

Understand Principles of Digital Video Technology in Interactive Media

Designers use digital video technology to enhance a user’s interactive experience on different platforms (for example: Youtube, Netflix etc.) for online media with two main categories: applications and technologies.
The applications side has a wide variety of uses, starting from media such as short films, promotional material, film trailers and user-generated content all the way to e-learning platforms such as the World Wide Web, email attachments, presentations and mobile devices.
Whereas the technology side focuses more on digital video capture, e.g. digital video file formats (.mpg, .mp4, .mov, .avi, .wmv, .flv etc.) and streaming methods (downloading, progressive downloading and streaming) etc.

User-generated content come in many varieties which are available in many forms, it ranges from pictures or can be taken from a certain category, a game for example, to videos which can also be self-made.
User-generated content can be used to advertise what the creator includes in it, for example, a montage made a video game can be used to advertise the game because it includes what the games like, what’s actually in the game, like maps and weapons, and if the game is popular or not, because if there are a wide variety of montages on the video sharing site that must mean that the game is popular, an example of a video game montage can be found via this link: http://www.youtube.com/watch?v=XlAfpyzPzxM.

In this video is a User-generated video we see gameplay of the 'call of duty' game. the purpose of it is to display the skill level of the player and maybe promote their 'clan tags' or Console user names to be requested to join a better 'clan' than their current (Clans are gameplay groups; almost like an online gang of people playing the same games) this can help them get promoted in levels etc. The quality is moderate because it isn't in HD, it's slightly pixelated by it is high enough of a quality for us to see what's going on clearly, this most likely means that the file has been compressed before being uploaded. 

Another form of advertising is a type of video called viral this is where a video becomes popular through the process of internet sharing, typically through internet media sharing websites, ‘a video, image or text spread by "word of mouth" on the internet or by e-mail for humorous, political or marketing purposes; able to spread copies of itself to other computers’ quoted from: http://www.google.co.uk/search?hl=en&safe=active&biw=1024&bih=643&defl=en&q=define:viral&sa=X&ei=P7E2TenmAYexhQfZqI3HAg&ved=0CBoQkAE, such as YouTube, on YouTube people can upload videos they have made which can then get views, where people view the video, this makes it a platform for the viral marketing video. (or any other type of video) The video can also be shared on social networking sites by posting the link in a ‘status’, Facebook being the most popular, people then click on the link which takes them to the video. This is another form of advertising called viral advertising, it could also be called ‘word of mouth’ advertising. This is probably one of the most effective way of advertising for companies/producers because it’s free, and if a friend tells you to watch something you are more than likely going to do it than if a television advert comes on the screen and tells you to. It is also said that small businesses can save money due to the reduced need for a sales force, and because of the low production, distribution and residual costs of a viral campaign internet marketing can help a company expand from a local to international marketplace’.