The “Cardboard arcade kid”, vs “Push button to add drama” – value in viral video?

Two weeks ago I posted a quick blog post about a video featuring 9-year-old Caine Monroy, who built a cardboard arcade over a summer vacation, and waited for his first customer to turn up.

Well, after two weeks, the result of his first customer happening to make a video about him, and then organising a flashmob via Reddit and Facebook is in.

Almost $200,000 dollars has been raised from what began as a child creating something cool with some old cardboard boxes, and it has a following that many brands would kill for. So what lessons could you take from something like this in terms of viral video?

  • Doing something interesting is key – if Caine hadn’t built his cardboard arcade for the fun of it, and then won over his only customer, filmmaker Nirvan Mullick, then none of this would have happened.
  • Relationships count – to make the flashmob happen, Mullick had help from the Reddit community, and also from friends and contacts who were able to post the event on popular LA recommendation sites and Facebook pages.
  • Spread it far – obviously we all put our videos on Youtube, but in this case, Vimeo actually received more views. Do you only focus on the first-placed site of it’s kind?
  • Give people inspiration – part of the effect has been kids around the world building there own cardboard arcades, which are constantly being featured on the Caine’s Arcade Facebook page etc.
  • Give people quick and easy ways to contribute – the scholarship fund suggests contributing ‘$1 or more’ to help Caine and other children prepare for college. Or you can buy a T-shirt or the film’s theme song via iTunes.

So basically:

  • Interesting.
  • Inspiring.
  • Relationships.
  • Shared.
  • Easy participation.

But what’s also missed in a lot of digital activity and promotion is that there was no guarantee that this particular video would take off. Besides Mullick’s time and energy in capturing and editing the footage and his promotional efforts since then, the reception it has received has been down to the people seeing it and responding, which led to media interest putting it in front of more people.

And yet still brands focus on big stunts and extravagant campaign approaches to video and asking people to do things. A lot of people have also been sharing this video for a new television channel launch:

OK, it’s a cool idea, and it does involve some participation in terms of kicking off the action by pressing the big red button, but then what? The audience watches everything unfold, and then possibly pays attention to the launch of a new TV channel in Belgium. Or not. It doesn’t lead onto anyone doing anything except watching some TV shows.

  • 29 Million Youtube views
  • 733 Likes on Facebook
  • 80 Followers on Twitter.

A couple of parody videos have been created, including a nice Lego version, but that’s about your lot. To put it another way, the big TV advertisement may have driven awareness of the television channel launch and resulted in higher audience figures initially, but most of you reading this would have comparable reach online, because messaging you is likely to give some interaction.

The question is what effect you want to achieve…

What the internet should be for…

Find something cool (in this case, a 9-year-old’s DIY cardboard arcade), share it, and bring people together to enjoy it and make a child very happy.

Story via BoingBoing.

The best way to enrich the web is to go out and discover, find and create interesting things and then help people come together around them.

ORGCon 2012: My experience and thoughts

There’s never been a more important time to be aware of the issues around Digital Rights, whether your main concern is copyright, privacy, or internet access. You can debate whether being able to get online is a human right, or is the tool that now enables many of your human rights, but either way, it’s an essential utility for many, many people, and if you don’t get involved, you leave it to big business and your government to make the decisions that will affect you.

So a good time to attend my first ORGCon, organised by the Open Rights Group.

 

Open Rights Group

ORGCon 2012 – was it a good event?

It’s tricky to seperate out the event itself from the essential topics it covered, but in essence, it was a really well put together event. As a non-member it cost £26, but the line-up of speakers included Lawrence Lessig and Wendy Seltzer visiting from the U.S along with Cory Doctorow as the three ‘headliners’ ORG themselves picked out to promote the event.

The venue was the University of Westminster, and it worked pretty well, aside from some slight congestion in narrow passageways. The main room was big enough to seat everyone, and by running four streams of talks and activities it meant that everyone was able to cram into pretty much every event, although the ‘Defeating ACTA’ talk did prove so popular it spilled out into the corridor. It was also a very central location, just yards from Oxford Circus, which was particularly handy when public transport tried to make me miss Cory Doctorow’s opening talk – I made it in time to catch about half of it.

The day included open space/unconference sessions which sadly I didn’t check out due to some of the other talks I felt were essential, but they apparently went well, and everyone was invited to the pub etc to carry on chatting (I ended up heading home after, mainly due to post-cold/flu exhaustion!).

 

The talks:

The good news if you didn’t attend is that all talks were filmed and will be available online at some point – but I definitely think it was worth seeing Doctorow, Lessig et al talk in person and experience the passion, enthusiasm and intellect that each has.

So first up was Doctorow’s ‘The Coming War on General Purpose Computing’, an updated version of a talk he’s previously given on how copyright is just a minor skirmish as increasingly general purpose computing devices are restricted by spyware and rootkit methods which are similar to those used in repressive regimes. I stayed in my seat to catch Wendy Seltzer on Organizing for the Open Net, and both were extremely interesting and useful talks, followed by a panel debate on the Communications Bill and Copyright Enforcement.

A nice day and indecision over lunch meant I skipped the lunchtime ORG volunteer sessions, but I did catch a bit on How Secure is the Anonymisation of Open Data with Ross Anderson of Cambridge University, before failing to get into Defeating ACTA and lurking in the corrider for Jeremie Zimmerman and Erik Josefsson, before finally snaffling a seat for People not Profiles: Do Not Track & Data Protection followed by the Lessig closing keynote on IP activism.

Rather than dissecting each talk one by one, the overall themes of the day were a lot of useful information, some inspiration, and some very useful approaches to reframing and refocusing how you might put your effort into campaigning or activism in favour of individual digital rights. Lessig, in particular, opened up the ways in which future efforts could be far more successful in the wake of action over SOPA and PIPA.

Lessig

The only minor criticism was that sometimes the information on practical steps was missing from the talks I happened to be in – there were other sessions which covered things such as activist tools, but some of it did feel a bit like a recap of information that you might have already put together if you followed rights activity over the last couple of years. I suspect that was why ‘Defeating ACTA’ and the manner in which is was delivered proved to be so popular – if you haven’t checked out La Quadrature du Net, it’s worth taking a look, particularly as they have a full English version of the site!

It might have also been helpful to have had some way to better integrate the non-ORG faithful, as I wasn’t the only person who was new to the event and would have felt a bit isolated if I hadn’t bumped into a couple of people I knew (I went old school after gadget failure). But the mix of attendees and speakers was really interesting as much in the crowd as onstage. It was great to hear some of the insight from Google’s UK Policy Manager, Theo Bertram, and from Tom Lowenthal of Mozilla on Do Not Track in a session shared with Lillian Edwards on data protection regulations.

Will I attend again?

Definitely – although it was quite interesting at times being someone who believes in digital rights, and the rights to individual privacy on one hand, and on the other works on projects and with clients where user data and advertising are essential to offering a better service. I didn’t get a chance to raise a couple of the questions I had regarding both Google and Mozilla unfortunately, but I know who to ask now, so will go into more detail in due course, but I did come away with a slightly strange feeling that on one side we have the forces of big business and government, and on the other we have privacy and rights groups and campaigners – the one voice missing seemed to be that of the small businesses that are getting caught in the middle.

Although it was a bit of a long day – getting up not long after 6am, and getting back at almost 9pm after delays due to inebriated rail passengers, it’s definitely given me a lot of things to think about, work on and blog about. And where else can you discuss politics with the pirate party on the way back from lunch?

It should be ‘Joy in Books’, not ‘Joy of Books’

A number of people have been sharing a cool video which features animated books moving around a Toronto bookstore. It’s named ‘The Joy of Books’, and it’s a well-made, enjoyable creation which is fun to watch, as you can now see:

But possibly as a result of the title, a few people are using it as an example of why print is in some way superior to an electronic version.

And that’s rubbish, quite frankly.

There are two elements of books that elicit joy:

  • What’s in the book
  • What surrounds the book

None of that is inherent to print, eReaders, parchment, hieroglyphics or any other transportation medium.
Wall of Books

What’s in the book:

Amazing writing and art will bring someone joy. I’m happy reading William Gibson books in print or on my Kindle, and if he decided in the future that he would only inscribe his work into the trunks of trees, I’d be trying to find a way to fund a private forest in my back garden.

As long as the typeface is legible, and the art is clear, then the transportation of it matters not a jot. Possibly my last line of resistance was comics and graphic novels, but even in this case I’ve overcome my reservations about reading them electronically when I’ve been borrowing an iPad. And as always, great writing and art works.

That doesn’t mean that there aren’t things that could be improved – reading a PDF on a Kindle can be frustrating when the text and font aren’t suited, but PDFs have always been the work of the devil regardless of how you’re forced to encounter them.
Christopher Moore book signing

What surrounds the book:

Here’s where it gets more interesting. So the first aspect to transfer between formats is the social aspect. Reading to my son from a printed book or a Kindle doesn’t matter in terms of the benefit and enjoyment he gets from someone reading to him. Chatting about the book with other people isn’t diminished by a screen, and lending is a possibility now. In fact, electronically I can share Creative Commons books directly with friends around the globe, ensuring they can read the same ‘copy’ as me.

There are differences in the physical sensation. It’s not so much the turning on a page – the way buttons work to flick through a book on the Kindle is a pretty damn effective substitute. But particularly the smell of an aging book hasn’t been replicated electronically (Although it easily could). Not sure that’s a particularly great source of joy though – more an association that old paper quite often comes with great stories.

Then there are two tangible areas which reflect the hoarding of knowledge – the receiving of a book as a treasured gift, and resale value. The resale value of most books is negligible thanks to the massive inventory of mainstream paperbacks, so it really only applies to niche hardbacks.

And then we come to gifting – particularly if it’s a family heirloom or with handwritten notes. That’s the only area in which culturally it’s hard to put the same weighting on an electronic version, but that shift will undoubtedly happen to some extent, leaving either small inventories of the most popular gift choices in print editions, or print-on-demand for anything which isn’t in a classic gift choice.
kindle_etch04

Either way, the pleasure of the contents, the social aspect of sharing and discussing, and many of the other areas of enjoyment when it comes to literature are already present in electronic formats, and some of the others could be closely replicated. That’s why the joy is ‘in’ the book, not ‘of’ the book.