Example: Kony 2012 is an online video created by a group of activists aiming to have a Ugandan war criminal Joseph Kony brought to justice. Virtually overnight, the video and the campaign became a viral success. To generate exposure for their campaign, the activists enlisted the help of several celebrities – including actor George Clooney. The success of the campaign can be attributed to a number of factors – such as its slick production values and its use of social media – but the importance that these opinion leaders played in spreading this message through social networking sites can’t be overlooked.
Friday, 23 January 2015
Looking at Theory
Example: Kony 2012 is an online video created by a group of activists aiming to have a Ugandan war criminal Joseph Kony brought to justice. Virtually overnight, the video and the campaign became a viral success. To generate exposure for their campaign, the activists enlisted the help of several celebrities – including actor George Clooney. The success of the campaign can be attributed to a number of factors – such as its slick production values and its use of social media – but the importance that these opinion leaders played in spreading this message through social networking sites can’t be overlooked.
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