This is now becoming more than a trend — viral is, in large part, the future of marketing. We’ve seen the physics of viral, most recently with “Tebowmania” and then its maturation with “Lin-sanity.”
But individuals, companies and now social causes are harnessing the exceptional power of viral for significant marketing gain. They are doing so to push their message and grow awareness with speed and reach that simply cannot be matched through other channels. It is now well-understood that social media, including video sharing on YouTube and similar platforms, is not just simply on the upswing, but changing the way we experience our world. Enter “Kony 2012”and Invisible Children, the advocacy organization behind the 30-minute documentary film and accompanying campaign.
The organization has a mission focused on advocacy, inspiring the masses, specifically America’s youth, and government leaders to take action ending the atrocities brought on by Joseph Kony and his Lord’s Resistance Army (LRA). For more than two decades, warlord Kony and his rebel group have terrorized countries in central Africa, committing atrocities against civilians in large numbers, causing great pain and suffering to the people of the region. Kony and the LRA are allegedly responsible for mass killings, rapes and child abductions throughout Uganda, the Congo, South Sudan and Central African Republic.