In short, planning to "go viral" is not a reliable PR strategy. And why? Nobody knows, he's just a costumed shark who sort of lost the plot halfway through the show and danced his way into the internet's heart. Left Shark was absolutely everywhere for weeks (possibly months), sold tons of merchandise, and arguably upstaged the biggest popstar in the world on the biggest night of sports of the year. Left Shark was borne out of Katy Perry's 2015 Superbowl Half-Time Show, and is still one of the best examples of why going viral is such a weird, unpredictable, unknowable mess. Take, for example, the King of Going Viral: Left Shark. In fact, a lot of the things that capture the heart and fancy of the masses tend to be fairly unplanned. It's really hard to know what will resonate with millions of people, and what will fall flat. Reason #1: The internet is extremely unpredictable
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