Tips on "Going Viral" from Jennifer Anniston and SmartWater

Placed on the homepage of Yahoo News! Recently, was the viral sensation video for SmartWater, featuring Jennifer Anniston on YouTube. Along with many Americans, I "clicked here" to see the video offered. If you missed it, it is a "Must see!" http://www.youtube.com/watch?v=Rc47LcvIxyI

Surely, I am not the only one that felt thirsty and longed for water after watching. I thought it odd, but not until I showed my husband and he said to me, "Not sure about you, but I need a drink of water after watching that!" Amazing! Not only did this go viral, it was incredible effective at making me thirsty!

Let's take a quick look, according to this video, three chief reasons something MIGHT go viral and then, the reason this video made us all thirsty!

Why Viral? (in order of significance...in my humble opinion)

Most obvious, this video played on older, but already proven viral sensations. Spoofing other viral videos, it would be easily tapped by someone searching for something else already made famous. Who among us has tried to look up a video we have seen before only to have to weed through 4 look-alikes before finding the real McCoy! I am not going to list every video spoofed...I can't imagine how many were truly woven in there. All I have to say is...genius.

Star Power prevails again. As a world obsessed with celebrity, is it any wonder - really - that Jennifer Anniston's name might be just a little searchable? She is featured on "E!" Entertainment channel every 30 minutes, though I am not sure why - considering she hasn't really had a "hit" movie since entering the business. She also is constantly linked to the tabloids with any mention of the Jolie-Pitt Tribe. I suppose it has to do with America's perception of "The woman scorned" (left by Brad...dusted.) Our heart goes out. Is anyone else thinking Scarlett O'Hare? (And we all know what a flop Gone With the Wind Was.)

The title "Jennifer Anniston's Sex Tape" was probably the single stroke of genius by SmartWater to ensure hits. Did they ever really think THAT would flop? Certainly not. The word "sex" in itself is probably the most searched word on the internet. Honestly, I don't want to know the truth about that one. It would probably horrify every mother that ever lived...and held an infant daughter, or sent a daughter off to college, or any mother of a teenage son. I would go into the adult world of entertainment, but I don't have to. Every person on this earth is someone's daughter or son...and I would guess over half are petrified of some realities! (Half at minimum!) As for the full grown, we have all seen enough to know how searchable this topic is.

Why Thirsty?

Though repetition is key, the word "water" (including in the compound word "SmartWater") is mentioned less than 10 times throughout the video. So, could it be repetition? Probably not.

However, those few mentions of water with the clean bottle of water held by a pretty girl next door (with the clean, white background in every single shot) mentioning "water" 8 times is enough. The solid white background in every shot probably plays on some deep need that implies purity, or plays on the fact that all of us know the benefits of water...and all of us have thought we don't get enough!

Anyone trying to lose weight, hydrate, bolster kidney or liver function, digestion, blood flow, or simply "get well" from a common cold (or get clean) has been advised to DRINK WATER. Water purifiers, water contamination, water cleanses, holy water...water is everywhere and we all know it is required for health.

Kindergarteners learn Needs vs. Wants...and a "need" is WATER. This doesn't even include jaw dropping natural disasters that prove the POWER of water. It doesn't touch our innate awe of water. Visiting the Hoover Dam, Niagara Falls, Hot Springs, the "Dead Sea," and all amazing water sources right down to the shower that makes you feel so good (that you took this morning, or need right now) would make anyone consider the power of water!

Whatever the reason, we all have considered the importance of clean water! Who does this not include? It includes everyone! This video is not magical in creating the desire for water. It plays on the most basic concept of wellness!

This video shows us pretty, likable, familiarity (girl next door) holding water and entertains us all the while...while promoting water. This is why it makes us thirsty. The thirsty aspect is a draw of marketing that cannot be disputed. Going viral, however....uh...

Why sex searching, Anniston fans who love digital babies, puppies and rainbows are thirsty right now...is masterful. Congrats SmartWater! It made every bottled water maker feel like a digital baby. SmartWater, you are the rainbow of Marketing!