The McLaren 720S coupe is purposeful and radical. With apex predator responses. This light and strong supercar accelerates from 0-60mph in an incredible 2.8 seconds when provoked. And can cover a quarter of a mile in 10.4 seconds. From a standing start.
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Viral marketing creates viral culture. Technique is very useful and valid in several contexts, not only in the business world, but also among social movements. Thanks to the Internet, the cost to individual broadcasters is very low and allows communication person to person (one to one). Furthermore, it is necessary to add the "sneezer effect". This term is used by Godin to illustrate the contagion effect provoked by someone when he or she sneezes (Godin, 2001, 25-31). People have the tendency to assimilate new ideas quickly. It is not only that: people fascinated by this media behave more actively in the expansion of new ideas. They participate in the communication process as volunteers, both actively and spontaneously. Sneezer is a key element; it is essential for viral culture. In Godin's opinion, these people are the heart of the idea-virus because the complicity and identification with new ideas is the key to the seduction process and to the articulation of them. There are different kinds of sneezer (Del-Pino, 2008: 68): experts, sellers, collectors, obsessive fans and amateurs. All of them are necessary for viral dissemination of ideas. Godin distinguishes only two categories of sneezer: promiscuous and powerful. The first are always open to new ideas and the dissemination of virus. In fact, they are not opinion makers; their opinion is not always taken into account, but they are very present on social networks. Sometimes they can work in exchange for money. In fact, multinational companies such as Amazon, for example, have hired promiscuous sneezers to expand its ideas through the net. Powerful sneezers, however, are pure opinion makers. They are very creative people but do not work in exchange for money. As a result, their credibility and objectivity are very highly regarded in important circles, and obviously, their opinion has a greater impact on society.
Cost free. The message transmitted by a lipdub must be free of charge. Otherwise, the receiver would reject it. The opposite is impossible to understand today in the era of the Internet. This culture is widespread around the world and it would be ridiculous to try to oppose it. Nowadays, the most usual and normal thing is to create free e-mail accounts, using free software and enjoying other free services on the Internet; access to the net is even free in more and more public spaces. So it would be totally crazy to think that somebody would be prepared to pay to download a lipdub.
Click friendly. Complex systems are destined to failure. Today, being on the net means being fast and easy. Time is crucial. Websites, audio files, videos, posts, must be easy to download. It is the same with lipdubs. Easy download ensures rapid extension of the message. It would be totally unthinkable to force somebody to fill in a form or a survey in order to view a video. Click friendly means few mouse clicks to achieve fast and fun results.
Grand Rapids is a city in the U.S. state of Michigan. It has a population of around 200,000. Kent County is the administrative centre. Newsweek weekly magazine published on its website a report entitled Grand Rapids dying city. The report illustrated the theoretical decline of the city based on data extracted from the census. The work made the citizens' blood boil. It provoked a lot of negative comments and criticism on social networks and mobilized social actors against it. The lipdub was the result of this anger. Aware of the sensation created by the report, Newsweek had to give explanations. They said that, in fact, it was not a work done by the magazine's journalists, but by professionals of the website mainstreet.com. However, Newsweek accepted the publication of the report based on the agreement that they had with the mentioned website. In any case, they accepted that the published work did not really reflect the atmosphere of the city. They even applauded the initiative and declared they were in love with the lipdub.
Support of sponsors. The long list of sponsors that appears at the end of the video illustrates the scandal provoked by the Newsweek report. The initiative had a budget of $40,000 (31,492 euro), money which was collected thanks to the voluntary work of a wide group of people. There were different levels among the sponsors: platinum, gold, silver and bronze. The money collected made it possible to use important material resources. An example of this were the final images taken by a helicopter.
Events post-demolition. These incidents received important attention both in the Basque and Spanish media. Thousands of people were mobilized in Errekalde and the whole city against the announced demolition. The police intervention was seriously criticized from different sectors. Dozens of young people were arrested and injured. Due to this attention, a local issue was transformed into a global event. The severity of the police intervention provoked solidarity demonstrations in the whole of the Basque Country. The visits on YouTube rocketed. 2ff7e9595c
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