Are you interested in brand and corporate storytelling? And do you love Italy? If the answer to both questions is yes – and if you are a student in search of a second level degree – you have now the chance to attend the Master in Storytelling at Pavia University, the first-ever course of this…
Category: Viral
Have you ever tried to define the meaning of Nike’s celebrated slogan? Although made up of three simple words, clarifying it may be more difficult than expected. Especially to people who are not native English speakers, the most famous brand payoff of all time may sound familiar yet not necessarily transparent. But now a very…
Thanks to a smart piece by Jeff Rum in Social Media Today – 3 Steps to Effective Brand Storytelling Using Emotions – I discovered a Google video that I had missed. It’s called Reunion, and it was produced for the Indian market. It was published on YouTube on November 13, 2013 and immediately went viral,…
A Chinese laundry detergent ad went viral last week, attracting a lot of criticism for its disgracefully racist storyline. Named by many “the most racist commercial of 2016”, it features a Chinese woman doing her washing. She is soon approached by a black man, with paint spread over his face and T-shirt. He seems to…
The recipe of viral is a bit of a mystery. Why is some branded content able to ignite viral wildfires? And why do many other attempts at going viral fail miserably? According to some authors, these questions have no answer. Viral in unpredictable, and it occurs accidentally. Which means that a brand cannot build content…