Tnt Push To Add Drama Case Study

By now, you’ll have definitely heard of the PR stunt by ad agency Duval Guillaume to launch drama channel TNT in Belgium (if not, where have you been?).

The video, which featured a button with the words ‘push to add drama’ above, and what happened when someone pressed the button, received nearly 10 million views in its first 48 hours, and has doubled to over 21 million in five days – and that is just on the official YouTube page.

The Turner Broadcasting PR stunt was launched only via social media and on the TNT website, although a 30 second trailer had aired in Flemish movie theatres for two weeks.

Duval Guillaume had been given the brief to ‘make a launch campaign worth talking about’ and they have definitely managed to do that – but is this a formula that can easily be repeated?

How easy is it to make a viral that actually goes viral?

What do you think?

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Last Friday, as part of our weekly Friday Morning Laughs video roundup, we shared the amazing TNT viral ad, ‘A Dramatic Surprise On A Quiet Square.’  The video has gone massively viral, racking up over 23 million views in under a week, and according to Unruly Media’s Viral Video Chart it has become the second most-shared ad of all time, second only to Volkswagen’s 2011 Super Bowl ad, ’The Force’.

‘A Dramatic Surprise On A Quiet Square’ hit YouTube last Wednesday, April 11, and has already been shared over 3.1 million times.  ‘The Force’ clocks in at just over 5 million shares in the past year or so, so who knows—we may even see TNT overtake Volkswagen for the number one spot.  David Waterhouse of Unruly told Mashable that one in seven people who saw the TNT spot shared it, while only one in twelve shared ‘The Force.’

For those who have not yet seen TNT’s video, it is definitely worth a watch.  To launch TNT in Belgium, the network put a big red button in the middle of a quiet Belgian square with a sign reading “Push to Add Drama.”  When the button is pushed, drama ensues and it is awesome.  Check it out below and let us know what you think.  Are you surprised that the TNT ad has climbed its way up the viral charts so quickly?

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.

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