Unruly to Help Brands Take Advantage of World Cup Buzz in Brazil
Social video tech company Unruly is launching its ShareRank tool in Brazil today. The social analytics tool, which launched in the US and UK earlier this year, boasts the ability to predict whether a video will go viral before it is even released. The tool plugs into consumer data, “detailed research,” and Unruly’s own proprietary tech to gauge the potential virality of a branded video.
According to Unruly, Brazil’s version of ShareRank is being released to correspond with the upcoming Rio World Cup in 2014. Hoping to piggyback off the consumption around soccer’s premier tournament, Unruly claims that brands can truly capitalize during the World Cup in Brazil, which has one of the highest share rates for branded video in the world.
Using ShareRank, brands will gain access to multiple triggers that promote social sharing, says Unruly. The measurement tool gauges the potential success of a brands video before it is even released based on specific cultural stimulus.
While ShareRank has been “trained” to measure sharing triggers in the UK and US, according to Unruly co-founder Sarah Wood, those same social sharing cues do not necessarily work in Brazil. Wood specifically cites humor as a key element in viral videos from the the UK and US, whereas in Brazil, exhilaration is much more valued.Tags: branded entertainment, Brazil, FIFA, ShareRank, Social Sharing, social video, Unruly Media, World Cup