If you let people mess with your content it gets more spreadable

Faris Yakob shared some of his thoughts on Propagation Planning:

As Henry [Jenkins] points out, people do not spread things to spread them. Like so much social communication, it has a social function, both phatic and generous. It operates within a gift economy, where value is generated in transference, not purchase.

Further, as I’ve endlessly pointed out, if you let people mess with your content, it gets more spreadable - because people suddenly have a personal stake in its propagation - this insight was at the heart of propagation planning, learning that we took from the Sony work and applied to the digital activation of the Cadbury’s Gorilla campaign, the digital longevity of which was driven entirely by remix culture.

At 22squared we recently used this thinking for one of our clients, Buffalo Wild Wings. Our media team (Judy Popky, Melanie Haley, Matthew Wentlent, Brittney Watts) partnered with the Big 10 Network Video Mash-Up. Powered by Gorilla Spot, the Buffalo Wild Wings Video Mash-up allows fans to create personal highlight reels of their team out of Big Ten Network footage, complete with sound effects and music. 

Currently, we have over 500 videos created in a 2 and a half week period. Early indicators are that this will be the most successful video edit campaign executed by Gorilla Spot. We are very early in our campaign and I was happy to see that we already had more Facebook embeds than Emails sent.

Videos made: 516
Videos watched: 18,242
Ave time on site: 5:08 mins
Ave time on editor page: 7:22 mins
Share emails sent: 145
Facebook embeds: 155

Buffalo Wild Wings and the Big 10 Network have given our fans something of value and something personal to share with their friends.