Emerging South

Colmeia, a (famous) Brazilian Blogger made a Youtube clip on the tones of "Rap da Moda", reuniting all famous Brazilian viral Youtube clubs. To foreigners, the many allusions of Colmeia won't ring a bell. If you look to the campaigns and clips he refers, you'll probably be left clueless, since they refer to local well-known events and are of course in... Portuguese. I looked them up for you:
1. Dengarelli: 3.200.000 visitors
2. Jeremais: 920.000 visitors
3. Truco valendo o Toba: 780.000 visitors
4. Silvio Santos e o bambú: 850.000 visitors
5. Menina Pastora: 220.000 visitors
6. Sanduiche-iche: 160.000 visitors
7. Solange Alazão: 260.000 visitors
8. Blogueiras na Playboy: 85.000 visitors
9. Confissões de um Emo: 3.500.000 visitors
10. Carol da Puc: 170.000 visitors
11. Fala Sonia (You Tube): 4.600.000 visitors
12. Ronaldinho - 3 bolas seguidas no travessão: 21.500.000 visitors
13. Lilian Wite Fibe rindo da notícia: 30.000 visitors
14. Jaspion e a dança do Siri: 471.000 visitors
15. Senador Suplicy canta Racionais: 190.000 visitors
16. Cacete de Agulha: 192.000 visitors
17. Arveres Somos Nozes: 3.600.000 visitor
18. Tropa de Elite: many versions
19. Trote da Telerj: 50.000 visitors
20. Carnaval in Rio com with Schwarzenegger: 450.000 visitors
21. Vai tomar no cu: 5.000.000 visitors

Even leaving out the many visitors of the many Tropa de Elite clips, this totals an amount of 46.228.000 visitors. The average length of a clip is 3,57 minutes. This totals to an amount of 128.411 24 days viewing time. Or 351,8 years that have been spent watching the above 20 clips (taking out Tropa de Elite). 352 years !!!

Oh, and I forgot my favorite one:
Tapa na Pantera: 1.850.000 visitors (funk version: 950.000 visitors).

We all think that Belgium is full of creativity when it comes to online marketing and viral campaigns. Don't we? Seriously now. Give me a list of Belgian campaigns and their success in number of visitors?
Remember all the buzz and fuzz on Paula? A virtual theaterproduction... Toneelhuis Antwerpen and Chipsvzw playing with our Belgian tax money; cara ! Luckily the management of Toneelhuis was changed shortly afterwards.
How many people actually watched to this 'production'clips? Paula reached 1.228 visitors on her topday with her "Ik geloof in de liefde".
1.228 ?! Despite the budget, all the work, the'massive' amount of Belgian blogging attention. Calculate the CPM cost of that...

It all boils down to the same old truth: fake versus real. Tapa na Panteira ou quoi...

update: Bart de Waele of Netlash calls this posting 'sour'. For me it was just an open invitation for him to refer to some famous Belgian viral campaigns and their reach and proof as thus that Belgian Internet is not ruled by "Keuterboerkes".

Bert Van Wassenhove said:

What is "viral"? I somtimes define it as "Linking a creative idea that touches people’s emotions with a message and hope it spreads itself."
Note the word "hope" ... virals are not made "on brief", they come to be by accident. No sensible marketing manager will build a strategy on virals only, they should be part of a bigger thing.
But to answer your question: www.gezelligstefamilie.be (in 3 versions for the Benelux) got 720 000 visitors in 2 months ... Considering the Brazilian population you'd have to multiply that by 8 to compare. That puts this one action on second after Ronaldinho.

Posted 17 years ago
John Baeyens said:

In this case, 'viral' had a quite arbitrary context: User-generated movies uploaded on Youtube. I should have left out the Ronaldinho example, which is the only one which was 'produced' on command of an advertiser. This is why I made the comparison with Paula. Just like 'Tapa na Pantera', it was a production by a small group of people. Only 'Paula' could work with our Belgian tax money through Toneelhuis and Chips vzw. Which is a shame imho; but passons. Esmir Filho, Mariana Bastos and Rafael Gomes who produced the 'Tapa na Pantera' sketch had to autofund it. http://pt.wikipedia.org/wiki/Tapa_na_pantera
Count for yourself how much times it has been viewed: http://www.youtube.com/results?search_query=tapa+na+pantera&search_type=
Per definition gezelligstefamilie doesn't fit in my scheme of comparison. It's a commercially backed website with a degree of participation. I can ask my colleages to list dozens, if not hundreds of comparable initiatives in Brazil which will literally blow gezlligstefamilie from its feed.
As to the numbers: Brazil has 18 times more habitants than Brazil. But it's quite politically incorrect to take that factor. GDP would be a more fair multiplicator. Brazil's GDP is almost 5 times Belgian's GDP.
Which brings me to the real point I'm trying to make: http://www.emergingsouth.net/internet-in-belgi-is-keuterboeren/

Posted 17 years ago

The effect of online viral in Brazil versus Belgium

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