ExperienceCurve by Karl Long

1. the demo - “stain remover”
2. show the problem - “i’ve fallen and I can’t get up”
3. symbolize the problem - cold symptoms turn person into ogre
4. symbolize the benefit - laxative and old faithful
5. comparison - sh
6. exemplary story - the vw crashing ad
7. benefit causes story - Axe effect
8. testimonial - real people losing weight
9. ongoing charecters or celebs - Taco bell dog, or cavemen
10. associated user imagery - people you want to hang out with, nike
11. unique personality property - apple genius commercials, or dyson for the vaccuum
12. parody or borrowed format - geico small house ad

see the video here on Slate

I wonder where viral falls into this? Where would the Ka’s Evil Twin fall? Or the Eppy Birds diet coke and mentos experiment? I think the Smirnoff Tea Partay is pretty much the “parody or borrowed format”.

Sorry for the dashed off post, i’m just getting ready to leave, but I thought this was very interesting.

via fimoculous