How Can Web Video Have a ‘Sharknado’ Moment?

/ Jul 12, 2013

sharknado

I made a tragic mistake last night — I did not plan my evening around the premiere of a TV movie about sharks who get swept up in a tornado. Alas, a friend had free Dodgers tickets, so it wasn’t until I got home at 11:30 pm PT that I was able to sit down and watch SyFy’s “Sharknado” via my DVR.

Unfortunately, by then “Sharknado” as a cultural event was already over — the Twitter frenzy had subsided, and every good joke to be told had already been tweeted by someone else. I watched for about an hour or so, but eventually turned it off to watch another episode of “Orange Is the New Black.”

What “Sharknado” brought into relief, though, was an issue for the web video world that’s becoming increasingly prominent: How might digitally-distributed content — especially narrative content — have a zeitgeist moment like that?

While official ratings are not available yet, “Sharknado” was the definition of a live event thanks to those commenting on Twitter: #Sharknado was a national trending topic last night, putting it on par with events like the Oscars or the Super Bowl. Heck, even though more than half of American households now have DVRs, people were even watching commercials:

The vast majority of web video out there is superior to “Sharknado” (at the very least, I’m sure Freddie Wong could animate a much more convincing CGI shark) but it’s the very rare piece of content that manages to penetrate the cultural imagination on this level. What are some key lessons to take away from last night?

Have a clear brand, right from the get-go

“Sharknado” hardly came out of nowhere: Ridiculous monster movies featuring C-list celebs have been a SyFy tradition since its Sci-Fi Channel days.

It wasn’t until Deborah Gibson’s 2009 star turn in “Mega Shark Versus Giant Octopus” that the genre really broke out into the mainstream, but when you hear that “Sharknado” is airing on SyFy tonight, you have a pretty good sense of what you’re getting.

Bring in the big personalities

I’m not talking about Ian Ziering and Tara Reid here — I’m talking about those who not only broadcasted their anticipation for the film, but their reactions to it. Wil Wheaton, Patton Oswald, and other Twitter elite were a huge part of driving online buzz for the film, and their excitement was key.

Make it live, or make it scarce

Whatever the ultimate strategy might be, a live element would seem to be key to it — something that creates the sense of scarcity or urgency, whether it be missing the opportunity to interact directly with the content being watched, or just the fear that you’ll miss something.

In “Sharknado”‘s case, the idea of mocking the film alongside all your favorite Twitter friends was half the fun of the experience — and one that’s difficult to recapture.

This may be where live video trumps VOD. Felix Baumgartner’s space jump brought in eight million live online viewers for Red Bull last fall (it was also broadcast on National Geographic). How many of those eight million people were watching to see if something went wrong, before editors could clean things up for VOD?

It’s either really really good, or really really bad

Truly great or truly terrible television is like (pardon the metaphor) blood in the water for Twitter users — it’s what makes programming like “Game of Thrones” or “Big Brother” into appointment TV.

Whatever it is, it has to inspire an extreme reaction — which, if you think about it, is the definition of zeitgeist.

Tags: , , , , , , , ,


Starz Arabia kickstarting SVOD in Middle East

OTT Revenue in the Middle East, Eastern Europe and Africa is on...

Mr Robot

Mr. Robot Scores Big for USA Network with Online Pilot Preview

Read today's digital video news stories

Quick Breaks: Meerkat to Embed Streams for Shark Week; Another...

New Defy Fiat series Bigger Is Better

Chris ‘Big Black’ Boykin Drives a Fiat in New...

Digital video industry news today

Monday 6.29.15: News to Know

Reuters TV iPhone

A Peek Into Reuters Live Video Syndication Play with Mirror Image

Amazon_Catastrophe

From The UK With Love and Snark

Arianna Huffington 3-2-15

HuffPost Revs Up For TV, Mobile, Social and Global Video Play

fox logo

Fox Networks Group Taps Former Sky Deutschland CEO as First-Ever...

Read today's digital video news stories

Quick Breaks: Morgan Spurlock Doc on Amazon; Netflix Sets...

cinedigm

Cinedigm Invests in Shout Factory, Will Reboot Its OTT Video Channel

feeln

Hallmark’s SVOD Service Feeln to Produce Weekly Talk Show...

subway original series on hulu

New Season of Subway’s Scripted Series Debuts on Hulu,...

VideoInk_Cognito_Banner_300x250

Is Verizon Really Well-Positioned for the Streaming TV Business?

Digital video industry news today

Thursday 6.25.15: News to Know

verizon

Verizon Adds Scripps Channels to Its Upcoming...

transparent renewed for season three

‘Transparent’ Gets Third Season, Soloway Gets...

Mobile video on different screens

Viewers Are Watching Longer Content on Smaller Screens (Report)

Van Halen's backstage rider

Web Series Wednesday: See What Van Halen Drinks and Patti Smith Eats

Read today's digital video news stories

Quick Breaks: Grateful Dead Concerts Will Stream on YouTube;...

Sweety High collabs with Radio Disney

Radio Disney and Sweety High Are Making Web Content for Tween Girls

lionsgate

Lionsgate Hires Seth Laderman to Run Its Comic-Con Streaming...

Tyler Ward started his music career on YouTube

How Cover Songs Gave Tyler Ward His German Fans…and a...

HBO_image

HBO Is Sampling New Series ‘Ballers’ and ‘The...

lohanthony

YouTuber Lohanthony to Star in New Indie Film ‘Miss...

Digital video industry news today

Wednesday 6.24.25: News to Know

elvis-nixon-kevin-spacey

Amazon Nabs Its First Big Original Film, the Kevin...

YouTube's creating a website to help artists on the platform

I Don’t Want My MTV: the Business of Cover Songs on YouTube

sundancefilmfestival

SundanceTV Launches Online Hub for Short Films

Read today's digital video news stories

Quick Breaks: PBS Kids Now on Xbox One; Watch New ‘Wet Hot...

Hulu gets rid of the plus

Hulu Bundles Up with Showtime’s Standalone Video Service

digitour media

DigiTour Bolsters Marketing, Brand Partnerships Teams

Two More Eggs by Homestar Runner creators is now on Disney XD online

Disney XD Debuts Original, Animated Series from The Brothers Chaps

Awesomeness Films 2

AwesomenessTV Names Matt Kaplan President of Film Division

Digital video industry news today

Tuesday 6.23.15: News to Know