Part 3: Viral Videos Do Not Happen – They Are Caused

If I’ve said it once I’ve said it a thousand times: It’s not a flashmob if you hire people to do it, and it’s not viral if you hire a PR company to publicize it. Long story short, for some reason PR companies think I am interested in blogging about their “Fresh Thinking & Flawless Execution” flashmobs. I am not. And so as I have done in the past, I choose to publish the email that was sent to me – and not the video, in an attempt at shedding some light on the war over mindshare.

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From: Rebecca Janoff <[redacted]@hs-pr.com>
To: Shahar Golan
Subject: Wolf Invasion Flash Mob – Last Night in Meatpacking!
Date: Friday, Feb 18, 2011 4:08 pm
 
Hi Shahar,
 
Just wanted to make sure you heard about the WOLF INVASION FLASH MOB that infiltrated the NYC meatpacking district last night, to launch the newest vodka from the Bacardi USA portfolio: ERISTOFF!
Details are below and include a link to both photos and footage. Please let me know if there is anything else you need.
 
Thanks!
Rebecca
 
***PHOTOS AND VIDEO FOOTAGE AVAILABLE FOR DOWNLOAD***
 
ERISTOFF VODKA LAUNCHES IN UNITED STATES WITH NEW YORK CITY FLASH MOB
Packs of Sexy She-Wolves Infiltrated NYC’s Meatpacking District amid Fashion Week Party Prowlers
 
WHAT: A pack of taxis converged on the intersection of 9th Avenue and West 13th Street in NYC’s Meatpacking District filled with “wolves” howling to the moon last night to celebrate the US launch of ERISTOFF – Vodka from the Land of the Wolf. Hundreds of spectators gathered on the streets to catch the scene, which erupted in a full scale flash mob to songs like She Wolf and Hungry like the Wolf. One of Europe’s most popular spirit brands, ERISTOFF is now available throughout the United States. The NYC festivities took place near midnight in anticipation of today’s full moon.
WHO: Bacardi U.S.A. and ERISTOFF Vodka, Europe’s most popular spirit brand from the “Land of the Wolf”
WHEN: Thursday, February 17, 2011 Approaching Midnight
WHERE: Meatpacking District, New York City, 9th Avenue at West 13th Street
 
PRESS
 
CONTACT: Chris Walters, 917-[redacted], [redacted]@hs-pr.com
Rebecca Janoff, 917-[redacted], [redacted]@hs-pr.com
 
MORE: Images and video of the spectacle are available here: http://www.newsinfusion.com/events/eristoffvodka
 
About ERISTOFF(r) Vodka
Made from 100 percent pure grain, ERISTOFF(r) is triple distilled and charcoal filtered using the original recipe created in 1806 by noble Prince Eristoff of present day Georgia. Its iconic logo of the wolf howling at a crescent moon has become of symbol of the brand’s Georgian heritage and quality. ERISTOFF(r) is available in three varieties: ERISTOFF(r) Original (80 proof), ERISTOFF(r) Red (40 proof) named for its bright red color and sweet taste of sloe berries, and ERISTOFF Black (40 proof) named for its dark, bold color and taste of wild berries. ERISTOFF is available in a full range of sizes: 1.75 liter (SRP $23.99), 1.0 liter (SRP $16.99), 750 ml (SRP $13.99), 350 ml (SRP $9.99), 200 ml (SRP $5.99) and 50 ml (SRP $1.49).
www.ERISTOFF.com
 
Rebecca Janoff
Senior Account Executive, Lifestyle & Travel
H A R R I S O N & S H R I F T M AN
P. 917.[redacted] | F. 917.[redacted] | C. 609.[redacted]
141 WEST 36TH STREET | 12th FLOOR | NY 10018

http://www.facebook.com/pages/Harrison-Shriftman/18955601441

http://www.hs-pr.com/

http://twitter.com/hspr

Fresh Thinking & Flawless Execution
 
________________________________
This email is intended only for the person or entity to which it is addressed and may contain information that is privileged, confidential or otherwise protected from disclosure. Dissemination, distribution or copying of this e-mail or the information herein by anyone other than the intended recipient, or an employee or agent responsible for delivering the message to the intended recipient, is prohibited. If you have received this e-mail in error, please immediately notify us by calling the Help Desk at (917) [redacted].

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