Lake Taupo – its pronounced ‘toe-paw’, dumbass

14 Aug

"Guest Blogger" Shawn the Prawn on Great Lake Taupo website

Lake Taupo has re-branded itself as Great Lake Taupo, except the ‘O’ has a macron over it, but I can’t work out how to do that.  The new website and branding can all be seen here.  Destination Lake Taupo, the Regional Tourism Organisation behind the brand, has sought to embrace elements of social media, with guest bloggers hosted on the the site and by inviting user generated content.

Knocking marketing ideas (and any ideas, come to that) is so easy and typical of bloggers and Kiwis alike.

I would rather be thought-provoking than outwardly negative.  Let’s see how long that lasts.

The people at Destination Lake Taupo are kicking things off with a video, which (I am informed) they hope will go viral – and it may…The video is below:

500 views and counting…

What makes a video go ‘viral’ and why is it so difficult for commercial organisations to achieve?  It is the kind of a Holy Grail of Internet marketing.  This presentation by Jonah Peretti, host of viral gatekeeper site BuzzFeed considers this very question. I have never embedded a presentation into a blog before – I hope it works…

Peretti attempts to distil the essence of what makes a video or other Internet morsel go viral.  This includes that:

  • It must be perfect for appealing to the all-powerful (in Internet terms) Bored at Work Network – the millions of bored souls who spend their work-day waiting for viral Internet fun to watch and forward.
  • They must enjoy forwarding it…It should be fun, easy to understand, easy to share, and have a social imperative.

Ok, probably no shocks there.  I don’t think Peretti has really cracked it for us, but its an interesting thing to begin thinking about.

I guess the question that I would pose in relation to the Great Lake Taupo video is…Would the average person (whoever they look like!) forward it to anyone?  Does it have that special sort of appeal of, say, a brick destroying a clothes drier (1.5 million views) or a total space-cadet tripping out over a double rainbow (10 million views!!!)?

However, how could a self-destructing appliance or double rainbow be relevant to a Lake-side resort town?  Answer: Obviously they can’t.  But what about a donkey going para-sailing?  Something to think about, Great Lake Taupo.

Great Lake Taupo trade and media site here.

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