Viral video brings drift racing to the massesAnyone can talk about making a "viral video," but the reality is that it takes a lot of great content, planning and hard work to make it happen. That's why it's no surprise that more than 16 million viewers have watched this clip produced for rally racer Ken Block, DC Shoes and Subaru. This stunning display of Block's driving is packed with mind-blowing stuff, and you don't have to be a "Tokyo Drift" fan to enjoy the show. "Ken approached us in early 2008 with the idea of co-producing a viral web film that would showcase his driving skills on tarmac, and put the sport of Gymkhana (pronounced 'jim-ka-nah') on the map here in the U.S.," writes marketing agency Mad Media on its site. "We worked with Ken over the course of 6 months to develop his idea into a practical shot list, and secured the El Toro Marine Base for location shooting. After two days of intense filming, and several weeks of editing, we delivered the final Gymkhana Viral Web Film." The result was more than 10 million views on KenBlockRacing.com, 4 million views on YouTube and many more on other video sites since the clip was posted in November 2008. Only 15 million views to go before they catch up to that damn sneezing panda. —Posted by David Griner |
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February 23, 2009 in Automotive, Griner, Mad Media, Viral | Permalink |
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I saw that video getting passed around via Twitter a few months ago, and a Subaru-driving friend of mine sent it to me.
It's amazing driving, and they did a great job of stitching it together like it was all one long shot.
Videos like that are guaranteed to go viral. Anyone can be impressed by it and there's no way enthusiasts would be able to pass up sending it to all their friends. When agencies or clients want to make a viral piece, they need to look at stuff like this and realize that they have to make truly amazing content. Don't half-ass it or half-budget it just because the baby panda video was grainy!
Posted by: Brian | Feb 23, 2009 12:31:54 PM
What's great about this video is that you never really think about the fact that DC, Subaru, Monster, etc. are so predominantly shown through out. You sit in front of your screen for a full five minutes, mesmerized by Block's skills, but it never has that 'viral' feel that a lot of the produced stuff has.
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