Learned with the help of donuts…
Friday, February 3, 2012, at the end of a week of work, Nuno Gomes, creative director of Three Ships Media Agency decided to relax. And had fun drawing on the blackboard in his office, a table that explains social media creativity with the help of donuts. To Doug Ray, multimedia producer at the Agency, the ideas seemed terribly funny so he took his phone and took a snapshoot of the board and, after passing through Instagram , posted it on facebook and announced it on twitter.Then, laughing, he went home.
Four days later – on 7 February at 10:39 – the photo reached 100,000 Like on Facebook. And thousands of references on Twitter. This photograph:
Social media explained – Twitter: eat a donut. Facebook: I like donuts. Foursquare: here is where I eat donuts. Instagram: here is a vintage photo of my donuts. YouTube: watch, eat a donut. Likedin: My skills include eating donuts. Pinterest: Here’s a recipe for donuts. Last FM: Now listen “donuts”. Google also: Google employee are eating donuts.
Surprised by the unexpected success of the photo – which to date has raised over 112,000 likes – Doug drew some conclusions. “Old as the hills” but very true.
One. You never know when something will go viral
It wasn’t his intention to make a viral. It was Friday afternoon and needed to fizzle a little after work. Simply you can not plan a viral.
Two. Loosen up
They didn’t care whether they might offend someone or if this thing had been done before using a far less tasty subject than donuts (even good artists steal, or copy- or something like that). Sometimes controversy can be good. And the only way to get there is through a full creative control. Sometimes it’s best to give up control to give partners more room to work…creatively.
Three. Sometimes the best ideas are the easiest.
There are a lot of projects that can and should require many hours of work. But sometimes the best ideas – and most successful – are coming on time. I used donuts for just talking about them. It took only five minutes.
Four. Low-Tech is OK.
Sure, they could have done everything in Illustrator and Final Cut Pro. But in this case, low-tech approach worked. Why would he need to make things more complicated than they should be?