Viral Videos Do Not Happen – They Are Caused – Continued

A year and a half ago I posted a couple of emails I received from Unruly Media, a self-proclaimed “viral video seeding specialist”, urging me to publish on my blog a video of T-Mobile‘s flash mob in Trafalgar Square. I thought it was much more important to post the actual emails than the video – and so I did just that.

It goes without saying that there is nothing illegal going on. I just thought it is important to see how hype is manufactured, and that is why I am posting the following emails, received today:

From: Sam Lassman <[redacted]@unrulymedia.com>
To: Shahar Golan
Subject: T-Mobile flashmob greets tired travellers at Heathrow T5
Date: Friday, October 29, 2010 11:05 am
 
Hey
 
Over the past few years T-Mobile has taken flashmobbing to new heights. In 2009 they brought Liverpool Street station to a standstill and followed it up in Trafalgar Square with a mass karaoke singalong. Now they have taken it upon themselves to welcome back hundreds of travellers to Heathrow Terminal 5.
 
We’re writing to you from Unruly Media to give you a heads up about the latest T-Mobile flash mob at Heathrow airport, where bleary-eyed travellers arriving home were greeted by a mob of hundreds of people clapping and singing welcome home songs.
 
You can watch the teaser video here: http://www.youtube.com/watch?v=dHRTMUt1gVU
 
Right now, the team at T-Mobile are putting together the full edited version which will be screened simultaneously across more than 80 digital and terrestrial TV channels at 10.15pm on Friday night. If you are interested in featuring this on FRGDR, let me know and I can send over the link to you as soon as it goes live.
 
We’d love to get you involved.
 
Sam
 

Sam Lassman Watts

Unruly Media
www.unrulymedia.com
91 Brick Lane, London E1 6QL, UK
(+44) [redacted]
(+44) [redacted]
 
The contents of this email are confidential and the information in it may not be disclosed expect for the purpose for which it has been sent. If you have reason to believe that you are not the intended recipient of this communication, please contact the sender immediately.
 
Unruly Media Limited – Registered in England No. 5411297
Registered Office: 91 Brick Lane, London, E1 6QL, UK

A few hours later I got the following email:

From: Sam Lassman <[redacted]@unrulymedia.com>
To: Shahar Golan
Subject: Full Video – T-Mobile flashmob greets tired travellers at Heathrow T5
Date: Friday, October 29, 2010 10:39 pm
 
Good evening,
 
As promised, here’s the link to T-Mobile‚Äôs latest foray that took them
to Heathrow Airport where singers and dancers welcomed back travellers
to an overcast London: http://www.youtube.com/watch?v=NB3NPNM4xgo
 
The ad is not due to go live until 10.15 am, so it’s exclusively
online until then. We’re also using the #t5welcome hashtag for tweets,
and we’d really appreciate it if you could include it if you’re
tweeting about the campaign.
 
Thanks so much for being involved!
 
Let me know if you have any questions, bcc-ing
[redacted]@unrulymedia.com in case anyone here can respond
faster!
 
Have a great weekend!
 
Sam
 

Sam Lassman Watts

Unruly Media
www.unrulymedia.com
91 Brick Lane, London E1 6QL, UK
(+44) [redacted]
(+44) [redacted]
 
The contents of this email are confidential and the information in it
may not be disclosed expect for the purpose for which it has been
sent. If you have reason to believe that you are not the intended
recipient of this communication, please contact the sender
immediately.
 
Unruly Media Limited – Registered in England No. 5411297
Registered Office: 91 Brick Lane, London, E1 6QL, UK

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