- Social Currency — In essence, we like to share things with others, especially when they make us look good. Telling people about ourselves is rewarding and people will take a punch in order to just be heard. Being able to share new and interesting things with others gives us a sense of accomplishment and raises our credibility.
- Triggers — Certain things trigger people to think about other things. Like how ‘peanut butter’ can trigger us to think about ‘jelly.’ They have a short live span so must be taken advantage of quickly, but they can also be powerful and far reaching. They keep people thinking about a product
- Emotion — Certain things make us feel certain emotions. And with that, certain emotions make someone more likely to share. High-arousal emotions make a piece of information more likely to be shared.
- Public Visibility — The more a product or idea is visible and observable, the more people talk about it. Things like the Apple logo on their products shows people what company you buy from—and encourage others to do the same and trigger an idea.
- Practical Value — The more useful the information, the more likely it is to be shared because people like useful information! It also strengthens bonds between people and relationships. The more the information will help another person, the more likely it is to be shared.
- Stories — When a message or idea is given in a story, they associate with one another and cannot be separated. People often tend to speak and think in stories, and stories offer a lot more excitement than just sharing information about a product.
If you want a little more reading about the book, check out a post about it here...
The effectiveness of this commercial works great for me. Products and feelings associated with childhood…Gives a nice ‘nostalgia’ feeling. However, that worries me that it might only apply to us Generation X and Y-ers. Still, it was hugely entertaining and cute. I’m sure it could appeal to all generations just for the nostalgia factor that they might reminisce on of their own time. Or maybe they are just trying to get some of the new generation in on Internet.
Berger wrote his book, Contagious, to explain why ideas or products spread throughout our world. Why does something go ‘viral’ or becomes popular while others fall flat (even if they might look amazing to some people)? Berger himself is a professor at the Wharton School of the University of Pennsylvania.
Now, the idea of the Trojan Horse comes about while he discusses how stories help spread an idea. This is because the horse is the story revolving around an idea. The idea is hidden in the horse, and the story is the horse carrying it. Many people might not realize that their story carries a message about a certain idea or product that the other person receives along with the story.
This commercial definitley fits in with this concept! The main thing they are selling is the web browser-Internet Explorer. But they disguise it under the veil of cute stories and memories shared by those who grew up in that era. So when people see the commercial and start thinking about all of these products they had growing up, they unconsciously associate that with Internet Explorer now.
Now, how does this video relate to the STEPPS? Well, social currency is represented here as a form of remembrance. The commercial specifically asks us about all these memories we have shared. And since people like to talk about themselves, the commercial does a great job of putting the attention on YOU and YOUR experiences as a kid. This leads right into conversations to spark between friends of the same era and their experiences they had.
Triggers are a BIG part of this commercial! The entire thing is composed of triggers that take us back to a different day and age. Each product or item triggers memories of the past and the 90’s that people can directly associate with. When you think of these items, you think about the 90’s, and that leads you to think about the web browser that you met during that era, Internet Explorer.
The biggest emotion with this commercial is nostalgia. The items and the feel of the 90’s is prominent in this commercial. This is an emotion that people like to share, as well. Thinking about childhood is even better when you can share it with a friend and exchange stories or remember ones that you both share.
The commercial itself is something I’m not sure if it got a lot of visibility. I have never seen it before (although, being without cable has reduced my commercial watching by a ton). Internet Explorer itself has a logo that is greatly recognizable; but the commercial, maybe not so much.
The amount of practical value is also quite low. While the commercial is cute and fun, it offers little actual knowledge other than ‘Buy Internet Explorer because the 90’s were great!’ Other than telling people they were still out there, there is not much information to be conveyed
The stories factor is where this commercial shines again. The triggers in this commercial can remind people of all sorts of stories. The commercial itself doesn’t even need to tell a story; by reminding us of our own stories through the triggers, we can come up with and remember our own stories.
The music in this video was also pretty great. Although a little too close to the score of Beasts of the Southern Wild if you ask me.
The video itself is selling the show. In order to make money, they have to have viewers. So, with their quick wit and hilarity, they gain viewers online, and in turn, gain viewers on TV, where they make their money. There is also no music in the video.
This video has a wide array of age groups that could enjoy it. I’d say anyone from the ages of 16 and up could watch this. The people in the video are all older adults, so that would apply to their demographic, but also includes humor that appeals to the younger age groups as well.
Let’s now look at the STEPPS…
This video is great social currency. It’s funny, and people always love sharing funny videos with one another. If you can make someone laugh, that is almost the greatest reward in the world. Ever felt nervous that a friend would not find something hilarious that you did? Well it’s a great feeling to find out you both can share in the hilarity.
Triggers aren’t so big in this video. The people who act in it can trigger a few things—for instance, Jimmy Fallon can make people think of the Tonight Show. And Justin Timberlake can make people think of his music and albums, as well as Steve Carell can make people think of his movies.
The one emotion in this video is hilarity. Funny things bring us joy. And that’s always a good emotion that we want to share with others and make sure we can bring joy to other people’s lives.
The public visibility of this video is huge! The video itself premiered on the Tonight Show with Jimmy Fallon, and as such reached a large amount of people watching this well-known show. It also has reached a vast number of people on YouTube, a site that hosts a vast amount of people and lets them watch videos whenever they so desire.
The practical value of this video isn’t great, but usually funny videos don’t usually provide out-right information or value other than to make you laugh.
The story here is that of a tailor that makes suits. Once you see and hear this video, it’s hard to get the relationship between this wacky story and tailor shops out of your head. Or mannequin arms. Either way. It can lead people to tell others about the video, and as a result others watch a video, not knowing that the Jimmy Fallon show is in turn being marketed as well.
All this knowledge can definitley help in my career! If I’m ever going to make a video or produce any music, it’s good to know how to make sure a large amount of people get to see it. Especially since that is how the money is made in this industry. With these STEPPS at my back I can now create content that will be able to reach a wide array of people.