Home > advertising theory, random > Black swan detector

Black swan detector

My colleague Fran sent us this press release: “Measurement Tool Divines ‘Viral’ Ads in Advance“. From MarketingVox:

Consumer media firm MedTrackAlert has partnered with CNET to develop a measuring tool that quantifies the likelihood an ad message will be passed on organically.

Items covered in the shareability scale include:

1. Considering the claims made in the ad, how likely are you to share the ad with others?
2. Considering the uniqueness of the information provided in the ad, how likely are you to share the ad with others?
3. Considering the uniqueness of the product described in the ad, how likely are you to share the ad with others?

You can download the white paper “”The Sharability Measure: What Makes Consumers Share Viral Marketing Communications“.

Right, it took us a while to stop laughing. Trying to determine the likelihood of an ad to be passed on with the claims made in the ad?? Uniqueness of the information and of the product?

HAHAHAHAHAHHAAHHAHAHAHAHAHHAHAHAHAHAHAHAH. AH.

Ah.       AH. AAAAAAAAAAAAHAHAHAAHAHAHAAHAHAH.

Ahhhhh. Phew, it’s good to have a laugh sometimes.

As my other colleague Simeon points out (i like quoting my colleagues):

A simple ‘sense check’ against any recent successful viral reveals it’s failings. So for Cadbury’s Gorilla…

Claims made in the ad: None

Uniqueness of information: Er, there isn’t any. It’s a drumming f**king gorilla.

Uniqueness of product: It’s about the most ubiquitous product imaginable.

“Sorry Mr Cadbury – I’m afraid your amusing drumming gorilla ad fails our patented shareability index test. This ad is going nowhere!”

 

Maybe I’m missing the point. I don’t know. But thanks anyway for making my day much more enjoyable. All virals are black swan

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  1. Gaby
    April 16, 2008 at 10:24 am

    You came back faster than I thought! Lots of reading to catch up on. Awesome picture by the way, and liking the digg 3-column style 😉

  2. Gaby
    April 16, 2008 at 10:25 am

    Oh god sorry, I didn’t realise that would turn into one of those awful smiley faces.

  3. Digicynic
    April 17, 2008 at 9:29 am

    no worries, just realised it’s also the theme you use!

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