Isn't it strange how language changes over time?
Words that have meant the same thing for hundreds of years suddenly take on a whole new meaning.
Don't believe me?
Try 'viral'.
It used to describe the way illnesses were spread.
Then it was applied to the way trends are disseminated.
Now it's a synonym for 'short film'.
I was talking with a new client yesterday, who commented that it's almost impossible to tell when something is going to 'go viral'.
He told me that something created incidentally reached millions, whereas something they'd spent loads of time and effort on, barely made it across the road.
But ideas have always worked like that.
Think of all the huge campaigns that never took off.
And then think of the crazy frogs, Russian meerkats and potato-loving Martians that captured our imagination.
Viral content doesn't try to please everyone.
It's aimed very specifically at a certain audience.
They discover it, love it and share it.
The new campaign for British thriller ‘The Disappearance of Alice Creed’ understands this.
They ran a facebook competition to select a town for the film’s premiere.
Figuring that university students were the movie’s natural audience, they let the social utility do all the heavy lifting.
There’s no need to send your message around the world.
As long as it's real, right and relevant, your message will travel as far and wide as it needs to.
Simples.
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