{"id":579,"date":"2012-11-09T17:47:28","date_gmt":"2012-11-09T16:47:28","guid":{"rendered":"http:\/\/www.didikoller.nl\/blog\/?p=579"},"modified":"2014-10-16T21:08:16","modified_gmt":"2014-10-16T19:08:16","slug":"how-do-they-do-it-part-12","status":"publish","type":"post","link":"https:\/\/www.didikoller.nl\/blog\/en\/how-do-they-do-it-part-12\/","title":{"rendered":"<!--:en-->How do they do it? part 1\/2<!--:--><!--:nl-->How do they do it? part 1\/2<!--:-->"},"content":{"rendered":"<p><!--:en-->Yesterday a whole gang of talents, nerds, speakers and hosts traveled to Ghent for How do you do? Virtual platform invited me to this event, which is part of the Creative Media Days. It was a day full of inspiring work, and the conversations with viral guru Karel Vinck and pan-European producer Peter the Maegd\u00a0<span style=\"line-height: 21.81818199157715px;\">I found <\/span><span style=\"line-height: 21.81818199157715px;\">the most interesting<\/span>. Here&#8217;s a recap of the first meeting.<\/p>\n<div class=\"rve\" data-content-width=\"750\"><iframe loading=\"lazy\" width=\"750\" height=\"422\" src=\"http:\/\/www.youtube.com\/embed\/RDiZOnzajNU?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n<p><!-- Responsive Video Embeds plugin by www.kevinleary.net --><\/p>\n<p>Duval Guillaume Modem is one of the few agencies that launched one other succesful viral after another. Videos like <a title=\"Push button to add drama\" href=\"http:\/\/www.youtube.com\/watch?v=316AzLYfAzw\" target=\"_blank\">Push button to add drama<\/a> for TNT,\u00a0<a title=\"148 bad boys\" href=\"http:\/\/www.youtube.com\/watch?v=RS3iB47nQ6E\" target=\"_blank\">148 bady boys<\/a> for Carlsberg and recently\u00a0<a title=\"Unlock the 007 in you\" href=\"http:\/\/www.youtube.com\/watch?v=RDiZOnzajNU&amp;lc=F8HWAU7jSqxF5WEgep7gRE_Z7FtkRmxM8dzXLZHcv8E\" target=\"_blank\">Unlock the 007 in you<\/a> for Coca Cola Zero were viewed millions of times.\u00a0<span style=\"line-height: 21.81818199157715px;\">According<\/span><span style=\"line-height: 21.81818199157715px;\"> <\/span>to managing partner Karel Vinck making virals is creating word of mouth in a digital world. First look for a single minded message, instead of a commercial one. Then you give people a story they want to tell. You wouldn&#8217;t tell your friends &#8220;Be careful what you share on the Internet&#8221;, but you would rather say something like &#8220;Facebook is much more dangerous than you think.&#8221;<\/p>\n<p>Duval Guillaume has become so experienced with YouTube, that they can tell whether it will be a hit or not in just a few hours. For example, they look at the number of comments. If the video does not provoke reactions, it will never be a viral. It often happens these discussions are about the authenticity of the video. Is it real or not? Are they really random people or are they &#8216;totally random gap models&#8217;? Vinck admits that reality is indeed manipulated. Often they use a combination of actors and people on the street are cast. They need to sign quit claims, so they know they are being filmed. They just don&#8217;t know what&#8217;s going to happen\u00a0<span style=\"line-height: 21.81818199157715px;\">exactly<\/span>. Reactions are of course edited in a particular to tell a story. Sometimes a face is blurred while it was not necessary. Just\u00a0<span style=\"line-height: 21.81818199157715px;\">to make <\/span>people more curious . Hey, that&#8217;s this advertising\u00a0<span style=\"line-height: 21.81818199157715px;\">life<\/span>.<\/p>\n<p>Advertising techniques are also combined with PR techniques. The news quickly spreads via Twitter\u00a0<span style=\"line-height: 21.81818199157715px;\">first. <\/span><span style=\"line-height: 21.81818199157715px;\">You can give<\/span><span style=\"line-height: 21.81818199157715px;\"> <\/span>important blogs an exclusive preview, so it&#8217;s more likely they are going to write about it. The small blogs will follow their lead. Always aim for the international blogs. Via the large international players it will most definitely come back to -in this case- Belgium. Then\u00a0<span style=\"line-height: 21.81818199157715px;\">the videos <\/span>appear on Facebook and last but not least in the regular press. Journalists often write an article about it when\u00a0<span style=\"line-height: 21.81818199157715px;\">everyone has already seen it<\/span>. Nevertheless, they provide even more views.<\/p>\n<p>It looks like a piece of cake, a viral, but not everyone can make it happen. The image of Duval Guillaume has undoubtedly helped them with the success of the latest videos. In the Global Viral Video Chart Top 100 of all time they are at # 2, # 29 and # 100. Nice!<\/p>\n<p>Want more How do you do? And do you want to know Peter de Maegd&#8217;s learnings from The Spiral? Keep an eye on my blog.<\/p>\n<p>&nbsp;<!--:--><!--:nl-->Gisteren zijn we met een hele meute talenten, nerds, sprekers en hosts naar Gent afgereisd voor How do you do? V<span style=\"line-height: 21.81818199157715px;\">irtueel platform heeft me uitgenodigd voor dit evenement, dat onderdeel is van de<\/span><span style=\"line-height: 21.81818199157715px;\"> C<\/span>reative Media Days. Het was een dag vol inspirerend werk, maar het meest interessant vond ik de tafelgesprekken met viral guru Karel Vinck en pan-Europees producer Peter de Maegd. Hieronder alvast een recap van het eerste gesprek.<\/p>\n<div class=\"rve\" data-content-width=\"750\"><iframe loading=\"lazy\" width=\"750\" height=\"422\" src=\"http:\/\/www.youtube.com\/embed\/RDiZOnzajNU?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n<p><!-- Responsive Video Embeds plugin by www.kevinleary.net --><\/p>\n<p>Duval Guillaume Modem is \u00e9\u00e9n van de weinige bureaus die de ene na de andere succesvolle virals lanceert. Video&#8217;s als \u00a0<a title=\"Push button to add drama\" href=\"http:\/\/www.youtube.com\/watch?v=316AzLYfAzw\" target=\"_blank\">Push button to add drama<\/a> voor TNT, <a title=\"148 bad boys\" href=\"http:\/\/www.youtube.com\/watch?v=RS3iB47nQ6E\" target=\"_blank\">148 bady boys<\/a> voor Carlsberg en recent <a title=\"Unlock the 007 in you\" href=\"http:\/\/www.youtube.com\/watch?v=RDiZOnzajNU&amp;lc=F8HWAU7jSqxF5WEgep7gRE_Z7FtkRmxM8dzXLZHcv8E\" target=\"_blank\">Unlock the 007 in you<\/a> voor Coca Cola Zero werden miljoenen keren bekeken. Virals maken is volgens managing partner Karel Vinck &#8216;creating word of mouth in a digital world.&#8217; Eerst zoek je naar een &#8216;single minded message&#8217;, geen\u00a0commerci\u00eble\u00a0boodschap. Vervolgens geef je mensen een verhaal dat ze willen vertellen. Je zegt niet tegen je vrienden &#8220;Wees voorzichtig met wat je deelt op internet&#8221;, maar eerder &#8220;Facebook is toch veel gevaarlijker dan je denkt.&#8221;<\/p>\n<p>Duval Guillaume is inmiddels zo ervaren met YouTube, dat ze al binnen een paar uur kunnen zeggen of het een hit gaat worden of niet. Er wordt bijvoorbeeld gekeken naar het aantal comments. Als de video geen reactie uitlokt zal het nooit een viral worden. Vaak gaan deze discussies ook over de authenticiteit van de video. Is het echt of niet? Zijn het echt willekeurige mensen of zijn het &#8216;totally random gap models&#8217;? Vinck laat hierover los dat de werkelijkheid wel degelijk gemanipuleerd wordt. Vaak gebruiken ze een combinatie van acteurs en mensen die op straat gecast zijn. Ze moeten een quit claim tekenen, dus ze weten wel dat ze gefilmd worden, maar niet precies waarvoor. Reacties worden natuurlijk zo mooi mogelijk geknipt en geplakt. Soms wordt hier en daar een gezicht geblurd terwijl het niet nodig was. Alleen om de mensen nog nieuwsgieriger te maken. Hey, that&#8217;s this advertising life.<\/p>\n<p>Advertising technieken worden ook gecombineerd met PR technieken. Het nieuws wordt eerst verspreid via Twitter en snel daarna volgen de blogs. Grote blogs geef je een exclusieve preview, waardoor de kans groter is dat ze erover gaan schrijven. De kleine blogs volgen vanzelf. Hierbij wordt vrijwel altijd op internationaal niveau ingezet. Via de grote, internationale spelers komt het zeker weer terug in -in dit geval- Belgi\u00eb. Dan verschijnen de video&#8217;s Facebook en pas als allerlaatste in de reguliere pers. Als iedereen het al heeft gezien komen zij nog eens met een artikel aanzetten. Toch kunnen zij zorgen voor n\u00f3g meer views.<\/p>\n<p>Het lijkt een piece of cake, zo&#8217;n viral, maar lang niet iedereen krijgt het voor elkaar. Het imago van Duval Guillaume zal ongetwijfeld meespelen in het succes van de nieuwste video&#8217;s. In de Global\u00a0Viral Video Chart\u00a0Top 100 allertijde staan ze op#2, #29 and #100.\u00a0Respect!<\/p>\n<p>Nog geen genoeg van How do you do? En wil je weten wat Peter de Maegd van The Spiral geleerd heeft? Houd dan mijn blog in de gaten.<!--:--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday a whole gang of talents, nerds, speakers and hosts traveled to Ghent for How do you do? Virtual platform invited me to this event, which is part of the Creative Media Days. 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