Break Through the Noise
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silent video, 186–88
study successful brands, 199–200
text and images, 188–91
Thorpe, David, 133
Thrillist, 5
Time, 130
Tinder, 7
TiVo, 4, 47
Toyota, 54
trending topics
BuzzFeed and, 109–10
flipping, 121
pet shaming, 124–25
Twitter and, 108
use of, 104–5, 119, 124
Tubi TV, 190
Stinky Fish Challenge, 190–91
tumblr, 9, 118
TurboTax, 153, 168
Turkish Airlines, Kobe vs. Messi, 89
Twitter, 112, 144
digital culture indicator, 107–8
direct messaging, 180
feed-based system, 159
live-engagement platform, 181–82
McDonald’s blasted, 116
power of social platform, 137–38
uniqueness of, 142
value per share (VPS), 9
U
Uber, 209
University of Cambridge, 52
University of Missouri–St. Louis, 65
University of Zurich, 21
V
Vale, Jack, 15
Valentine’s Day, 74
value of content, 50, 141, 152
advertising, distinction of, 49
choices and, 48–49
educational content, 49
mobile-phone providers, 55
recipient, not dispenser, 44–45
Vanity Fair, 60
Vine
comedy videos, 15
Shawn Mendes covers, 137
Unexpected John Cena IRL (In Real Life), 38–40
virality
definition and origin of use, 6
overused, 59
voice, unique, 59–60
basic research, who you are, 72–73
celebrity success, 61, 63
distinguishing, 60–61
honesty, 79
mission statement, 78–79
modern slogans, 68–71
understanding competitors, 74–78
See also Alba, Jessica; Patagonia; Reed, Nick; Shetty, Jay; Singh, Lilly; Williams, Richard (Prince Ea)
Volkswagen Beetle ad, 121
VPS (value per share), 9
Vsauce, 17
W
Wall Street Journal, 83
Walmart, 133–35
Walsh, Seann, visual comedy, 194
Warner Bros. Records, 210
Washington Post, 109
Wayne County Fair, 110
Wendy’s, 143
use of Twitter, 182
WhatsApp, 142, 180
White, Reggie, 59
Williams, Richard (Prince Ea), 192
I Just Sued the School System!!!, 18, 64–66, 97–98
The People vs. the School System, 36–37
Wonder Woman, 60
word of mouth marketing, vii–viii, 9
World Cup, 13
Y
Yellin, Jessica, 211–14
YouTube, x, 4, 181, 198
adorable babies, 12
algorithm of, ix, 5, 7, 154–56
artificial intelligence (AI) algorithm, 147
comedy videos, 15
comparison to Facebook, 169
effect on internet advertising, 48
engaging influencers, 128
feed-based system, 36
headlines, 83
interruptive ads gone, 50
launch and beginnings, 5–7
library comparison, 145–48, 150, 154, 158–59, 175
millennials response, 6
music videos, 10–11
Parkour videos, 90–93
philosophy of, 151–53
prank videos, 14
Shawn Mendes, 137–38
shock and awe, 12
shooting format, 173
short focus of attention, 161
Snapchat comparison, 179
social platform, vii
surprise in videos, 38
uniqueness of, 142–43
value of content, 49
value per share (VPS), 9
viral videos, 6, 10, 89
Vsauce educational channel, 17
YouTube videos
The Amazing Spider-Man Parkour, 90–93, 97
The Apparently Kid, 111–13
Attention All Humans!!! | Stop Pet Shaming, 125–27
Baby Olympics, 27–28, 87–88
Charlie bit my finger—again, 12
The Dangers of Selfie Stick Abuse, 103–6
Felix Baumgartner’s supersonic freefall, 13, 30
Free Hugs Campaign, 19
Freshpet Holiday Feast, 24–25, 27
A Geography Class for Racist People, 66–67
giant rope swing under a massive rock arch, 30
Hurricane Harvey Restoration Project, 19–20, 32–33, 41
I Just Sued the School System!!!, 97–98
Jimmy Kimmel and Halloween candy, 14
Poppy Eats Cotton Candy, 129
Red Bull Stratos Project, 29–30
Smarter Every Day, 17–18
Snowboarding In The Clouds, 93–95, 99, 193
Unexpected John Cena IRL (In Real Life), 38–40, 43, 56, 109
Worlds Apart campaign, 33–35
Z
Zuckerberg, Mark, 139
About the Authors
Tim Staples is an entrepreneur at the intersection of Hollywood and Silicon Valley. He is the cofounder and CEO of Shareability, a digital marketing company that uses content, data, and technology to drive explosive growth for major brands including Pepsi, AT&T, Hyatt, Adobe, and the Olympic Games. Prior to Shareability, Tim founded Converge, a digital marketing company that created content and promotional platforms with over a hundred major celebrities, including Rihanna, Victoria Beckham, 50 Cent, Shaquille O’Neal, Miley Cyrus, and Usher. Previously, he served as managing director of integration for Omnicom’s The Marketing Arm, where he advised major brands on their strategy in sports and entertainment. Hollywood’s TheWrap has named him one of the “Innovators Who Are Disrupting Hollywood.”
Josh Young is a best-selling author whose work spans entertainment, science, law, natural history, business, politics, and sports. He has co-written 21 books, including 5 New York Times bestsellers, 2 additional Los Angeles Times bestsellers, 3 books that were made into TV documentaries, 15 books that have been ranked number one in their category on amazon.com, as well as 2 novels. Previously, he was a contributing editor at George magazine, a contributing writer to the New York Times and Esquire, and the host of Screening Room on the Discovery Times Channel.
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Footnotes
* “Chewbacca Mom” from Candace Payne via Facebook live stream, May 19, 2016.
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* “Gangnam Style” published on YouTube July 15, 2012, from YG Entertainment Inc.
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* “Felix Baumgartner’s supersonic freefall from 128k,” published on YouTube October 14, 2012, from Red Bull.
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* “YouTube Challenge—I Told My Kids I Ate All Their Halloween Candy,” published on YouTube November 2, 2011, from Jimmy Kimmel Live.
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* Brandingmag.com, “Good Campaign of the Week: Heineken ‘Worlds Apart,’” April 23, 2017. https://brandingmag.com/2017/04/23/good-campaign-of-the-week-heineken-worlds-apart/.
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* The Honest Company webpage via honest.com.
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* “Live for Now Moments Anthem,” Pepsi commercial originally televised April 2017.
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��If Cute Babies Competed in the Olympic Games,” published on YouTube April 13, 2017, from the Olympic Channel.
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* “The Amazing Spider-Man Parkour” published on YouTube April 29, 2014, from Ronnie Street Stunts.
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* “I Just Sued the School System!!!” published on YouTube September 26, 2016, from Prince Ea.
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* “Apparently Kid’s First Ever TV Commercial” published on YouTube September 12, 2014, from Freshpet.
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* Natasha Bach, “Why McDonald’s International Women’s Day Celebration Isn’t Going as Planned,” Fortune.com, March 8, 2018. http://fortune.com/2018/03/08/mcdonalds-international-womens-day-inverted-arches-backlash/.
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† Erin DeJesus, “Food Brands Celebrate International Women’s Day in All the Wrong Ways,” Eater.com, March 8, 2018. https://eater.com/2018/3/8/17096872/food-brands-celebrate-international-womens-day-in-all-the-wrong-ways.
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* David Griner, “DiGiorno Is Really, Really Sorry About Its Tweet Accidentally Making Light of Domestic Violence,” Adweek.com, September 9, 2014. https://adweek.com/creativity/digiorno-really-really-sorry-about-its-tweet-accidentally-making-light-domestic-violence-159998/.
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* Old Milwaukee Super Bowl XLVII commercial originally televised February 5, 2012.
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* “ATTENTION ALL HUMANS!!! | STOP PET SHAMING” published on YouTube December 12, 2016, from Pets Add Life.
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* “It’s Time” published on YouTube August 20, 2018, from Poppy.
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* Brittany Spanos, “Shawn Mendes: How a Toronto Teen Became the Superstar Next Door,” Rolling Stone, April 13, 2016. https://rollingstone.com/music/music-news/shawn-mendes-how-a-toronto-teen-became-the-superstar-next-door-237177/.
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* Airbnb via Instagram.
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* “Art Lesson: How to Make Your Own Garden Gnome Using Air-Hardening Clay” published on YouTube November 22, 2012, from MontMarteArt.
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* Photograph by John Frink.
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* “Stinky Fish Challenge” aired via Tubi TV August 4, 2018.
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