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Sunday, August 09, 2009

The Internet Rewards Authenticity (Not Fakery)

One topic I find myself discussing with all kinds of creative folks these days is how the Internet rewards authenticity. Even when the production values are so low as to be subterranean... people can sense when something is for real, and they gravitate to it.

Check out these two marriage-related videos, one shot at an actual wedding with a single, shaky handheld camera, and one staged by Disney executives to spread the message that their theme parks are a great place to get engaged (and shot with multiple cameras).

"JK Wedding Entrance Dance" - 19+ million views (several different copies of the video are posted on YouTube)

"Disneyland Musical Marriage Proposal" - 1.6 million views
(I'm a Disney fan, and this is a little too cheese-a-rific even for me...)

Interestingly, the "JK Wedding" couple also got invited to perform on NBC's "Today Show", which reaches more than 4 million viewers. (But somehow, the "Today Show" reprise feels inauthentic.)

What do you think?

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  • Scott:

    See, I told you you'd like the JK Wedding video :-)


    By Blogger Kendall, at 4:57 PM  

  • Everything about the Disney video feels contrived starting with the camera work and general quality of the video. It's just too controlled and losing the raw nature of what a video of that type should be which is a major factor that makes these types of videos endearing.

    By Blogger AKFILMS, at 4:06 AM  

  • Authenticity is what we want, however, as more and more commercial messages transform into the new idiom, will we be able to tell the difference? The JK Wedding Video makes an appeal for a donation, so it may be authentic, but it's also making the same call to action that a lot of advertising does, except the JK Wedding Video is asking for donations for a good cause. Wherever there's media, marketing in one form or another is not far behind. England once became a "nation of shopkeepers" are we becoming a global nation of marketers? Will the end of every YouTube video in the future end with some form of ask?

    By Blogger David Tames, at 4:02 PM  

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