Dissecting Numa Numa | A Critical Analysis of Viral Video Content

On April 26th, 2007 I had the pleasure of presenting along side with Dr. Jeffery Bardzel (PH.D. Assistant Professor of HCI/Design and new media at the School of Informatics in Indiana University) and Dr. Carl Marci (Chief Science officer Innerscope Research) One to One's first MITX digital marketing series event titled "Dissecting Numa Numa | A Critical Analysis of Viral Video Content". 

Our presentation peeled away the layers of the now world famous Numa Numa video footage, to help uncover the underpinnings of a successful word-of-mouth execution.   The session specifically explored the footage's origins, aesthetics, cultural references, neurological engagement metrics, and overall buzz metrics to help identify if there is a specific signature to architecting content that is best suited for viral distribution.

You may download a PDF of the presentation here or by clicking on the picture above.

Link here to read a rather thorough write up on the event by Cesar Brea, Global Practice Leader in Monitor Group's Marketspace Advisory Unit.

Note: Special thanks goes to John Paolillo, Ph.D. and Jefferey Bardzel, Ph.D. and the Indiana University School of Informatics for their initial work that made up a good portion of this presentation titled "Humor, Multimedia, and the Internet: The “Numa Numa” Phenomenon".

Jeremi Karnell-President, One to One Interactive