viral

How To Cheat Your Client and Why You Shouldn’t

May 5, 2010

Every gold rush has it’s opportunists. The gold rush of viral marketing is no exception. Before we leave the gold rush phase and move into a more mature market, agencies will keep running around waving YouTube views in the faces of marketing managers to show off how creative they are. But are they really? There [...]

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Clownvertising, Terrorism, and Candy Cane Briefs

December 17, 2009

I‘ve always been interested in economics, because economics is a great way to model, measure and understand human behavior. In a TED-talk I watched over a bowl of indian curry (I got stuck alone in the office over lunch), Loretta Napoleoni explains the economics of terrorism and how it relates to the economics of the [...]

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Is Spotify the Darth Vader of Music?

September 8, 2009

As Spotify launched their iPhone app, the crowd cheered. The talented SEO-expert (and comedian) Simon Sundén publishes the follwing graph of Spotify Premium sales that went viral amongst us nerds. Half us us thought is was true, and who knows, it may be. But even if this graphic joke isn’t true, it illustrates something quiet [...]

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The Hang Glider Theory – How to Survive Disgusting Domino’s Pizza Clips and More.

September 7, 2009

I love to theorize about social behavior and how it relates to our behavior on the internet. But sometimes I get the urge to be just a little more practical about things. How can we actually use all this theory? Before we dig into what I call The Hang Glider Theory, let’s gossip a little. [...]

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See My Opening Keynote at Esomar WM3 2009!

April 6, 2009

Last week I announced that I will be speaking at the Bring Dialogue Conference this summer, a speaking opportunity that I’m very excited about. Today I’m proud to announce that I will also be making the opening keynote adress at the Esomar WM3 Conference to be held Sweden this year. At the Clarion Sign Hotel [...]

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Communication Isn’t Everything.
There Are Also Oysters.

March 27, 2009

Communications strategy isn’t everything. There are also oysters. And scallops – raw in a shell, with a pinch of salt, pepper, a dash of olive oil and some lemon. We call them “Scallops Franck”, and we love them. So, why am I writing about this in a marketing blog? Well – besides the fact that [...]

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The Elevator Pitch is Dead. Enter The Twitter Pitch.

February 5, 2009

– “What’s your elevator pitch”? I hear the words of my mentor ringing in my ear. – Well… errhm… let me get back to you on that. I wander off in the office thinking about how to compress my story into a six floor elevator ride. In my head, of course, it’s quite complex with [...]

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Help! Social Media Is Dying!

January 31, 2009

Soon, the term “social media” will be so overused that it really has no positioning value. This will certainly affect us since we are claiming just that position on the market. I guess we’re already there. Every agency out there is running around shouting social media at anything resembling a client. So far I’ve seen [...]

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Virals, Obama and Street Fighting

January 21, 2009

Lesson number one. Never release a “viral” close to the inauguration speech, if it’s not a spoof of it. Pretty much everything spreading fast right now is Obama in one form or another. That said, I think that one of the fastest growing non-Obama-virals right now is quite interesting conceptually. They’ve actually created a rudimentary [...]

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Is Social Media Scaring The Pants Off Planners?

October 14, 2008

Every once in a while you read blogs from ad people (mostly planners) where they question whether agencies can ever succeed in social media. The most pessimistic ones in the discussion refer to the lack of successful examples in the past. And sure, you could say that there aren’t many, even though there are definitely more than one (Nike+ being the one most often referred to).

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Is Social Media Scaring The Pants Off Planners?

October 6, 2008

Every once in a while you read blogs from ad people (mostly planners) where they question whether agencies can ever succeed in social media. The most pessimistic ones in the discussion refer to the lack of successful examples in the past. And sure, you could say that there aren’t many, even though there are definitely [...]

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Nude! Lewd? (Or Is It Perhaps Branded Content?)

August 12, 2008

No! I would say nude is NOT lewd! Check out Terry Richardsson’s S/S08 campaign for Tom Ford for example. Completely super-nude (even hairless nude) and still super-cool, super-classy, and super-beautiful. Compare that to the stereotypical “men’s magazine”, even the ones that are completely non-nude and see the difference. The classlessness is NOT in the nudity, [...]

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Increasingly Social Media

June 23, 2008

I think that perhaps the most buzzword-laden and empty talk in Cannes might have been Go Viral’s one. I shall here provide a vizualization in support of my thesis. The vizualization shows the text from the seminar program and is provided by Wordle. “Social” and “Media” are the biggest buzzwords, no surprise there, but note [...]

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Cannes 2008 Day X: Invasion & Psychology

June 19, 2008

Cannes is now under siege. There are so many advertising people here now, from Sweden and elsewhere, it’s just ridiculous. Counting days doesn’t feel relevant anymore. It’s just intense. Seminars seem to have picked up ever so slightly in quality. MRM Worldwide at least had the sense to put psychology at the center of their [...]

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Cannes 2008: Day 1

June 15, 2008

So. Walter Naeslund has landed in Cannes. Hotel fixed. Quick social call to Social Club in the marina, visiting their obligatory 50-footer. Markus had cut his hair. Nice. Some food of course. Coffee. You know, the usual french routine. The seminar on viral marketing was all hyped and ended in disappointment for me. I’m growing [...]

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The Empire Strikes Barack

May 6, 2008

Topping out the Viral Video Chart today: The Empire Strikes Barack. Ask not what you country can do for you, but what a kid with video editing equipment can do to your brand.

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"Viral"-school: Star Wars Gym

April 29, 2008

This little film is really good to set an example: It’s funny up until the point when you realize it’s fake. Keep that in mind when you try to make one of these. You want to leave with a feeling of “are these guys for real”? And obviously, you don’t.

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The hypnosis of the Golden Egg

April 4, 2008

I started writing down my comments on all winners of Guldäggsgalan (The Golden Egg Advertising Awards) last night, but I got bored half way. Why? It’s all the same. And it’s kind of irrelevant. The only category that really makes sense is the integrated category. I mean, what’s a digital solution gone “viral” if not [...]

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Viral Punishment is the New MAAS.

January 11, 2008

Today has been a day of expensive shopping, meetings and work. Right now I’m writing to you from the pool area of The Standard Hollywood, one of my favorite hotels in the world, sipping calmly on a watermelon Mojito. Nice. Wired is one of my favorite magazines. The latest issue was unusually good. I recommend [...]

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Why Your Ads are Mostly Spam

December 18, 2007

Spam. I’m not talking about the Viagra ones, but the more sinister ones. The ones you get from your friends. To me, getting a message which is not adressed to me personally, and is not relevant to me is spam. The larger the adressed group, the more I categorize it as spam. I’m not sure [...]

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