SXSW 2022

The Science of Hype

Description:

In recent years, going viral on social media has become a sought-after business objective alongside traditional KPIs. If one thing feels like it needs to be acknowledged, it’s this: going viral, especially as a brand, is hard. But what if you had a working formula for quantifying virality that you could apply to your next campaign strategy?

In this session moderated by Havas' Chief Strategy Officer, Tim Maleeny, Annex88’s SVP and Head of Strategy & Relevance, Rob Engelsman is joined by viral Influencer, Rod Thill and Facebook's Social DEI Marketing Lead, Bridget Bogee to explore The Science of Hype: why things get shared, what makes a brand message memorable, and how to construct a viral campaign in a landscape where everyone and everything is competing for attention.

Other Resources / Information

https://www.thescienceofhype.com https://theother90.substack.com/p/the-science-of-hype

Takeaways

  1. What are the 3 main factors contributing to a campaign’s virality, and how can brands apply them to a successful campaign strategy?
  2. How can this mathematical equation “The Science of Hype” help my brand create buzz?
  3. What happens after something goes viral? How do brands keep the momentum going?

Speakers

  • Tim Maleeny, Chief Strategy Officer, Havas
  • Rod Thill, Content Creator, Justme.rod LLC
  • Rob Engelsman, SVP, Head of Strategy & Relevance, Annex88
  • Bridget Bogee, DEI Marketing Lead & Social Marketer, Facebook

Organizer

Jessica Santini, Dir of Communications, Havas Media

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2 Culture
  • Level: Advanced
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