Monday, March 4, 2013

Viral Video Case Study: Pink Gloves Dance

With more than 13 million views, "The Pink Glove Dance" is a true viral video sensation.

Filmed in Portland at Providence St. Vincent Medical Center, the video features a diverse group of hospital employees dancing to the popular song "Down" by Jay Sean featuring Lil Wayne, all wearing pink gloves.

The result - a truly original way to promote awareness of breast cancer.

Along with spawning many remixes as well as sequels, the social buzz generated by the video and its remixes led to significant "free media" coverage by mainstream media outlets, including this story by ABC News Network:

The response to the original Pink Glove Dance was so overwhelming, that Medline wanted to make a second video. Here is "Pink Glove Dance: The Sequel" - which was NOT a viral sensation. Prompting the question: Why not? What was the difference?

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