Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.
Sometimes there is a great story behind a great story. Such is the case in the third episode of The Stream podcast, which takes us the behind-the-scenes of the “shockingly successful” “Close Before You Doze” video campaign from the UL Firefighter Safety Research Institute (FSRI).
If you aren’t one of the 10M+ people who have already watched the video, stop what you’re doing and check it out now. It might save your life. It will also make you think twice about how a simple message and a creative approach to storytelling can spread like…well, you get the idea.
Fire is just the beginning of what went into the production of this officially “viral” video sensation. There are literal hurricanes, metaphorical production headwinds and a host of opportunities where the project would have gone sideways if it wasn’t for a creative team effort from everyone involved.
To tell this story properly, we switched from the Q&A format you heard in the first two podcast episodes and pivoted to an “oral history,” where we hear first-hand from folks at UL, Luntz Global and Allison+Partners who brought the video to life. By listening to what they have to say, you’ll learn about what it takes to create a viral video and what the project’s success says about the positive potential for social information sharing.
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The Stream Podcast can be downloaded via Google Play Music, iTunes, Apple Podcasts, Spotify and Stitcher.