Whenever someone asks me about creating a viral marketing campaign I tell them that funny things almost always beat serious things.
Here is one example Twitter handle @sochi2014 has 282K followers, started on Feb 4 (3 days ago) with 193 tweets.
The @sochi2014 twitter handle has 175K followers, created long time ago, with 4,808 tweets
Here is the story of the guy who is behind @sochiproblems.
@SochiProblems mastermind revealed: student Alex Broad
Popular Twitter account by Centennial College journalism student captures myriad of problems at Sochi Games
Take an unusually slow day in a Toronto college journalism school newsroom, and a journalism student with a love of sports. Now add controversy over the 2014 Sochi Olympic preparations, and some social media.
What you end up with is @SochiProblems. The Twitter account is the brainchild of Alexander (Alex) Broad, 20, a journalism major at Centennial College in Toronto, and a contributor to the program’s newspaper, TorontoObserver.ca.
COURTESY ALEXANDER BROAD
Alexander Broad, founder of @SochiProblems, digging out from Wednesday’s snowfall in Pickering, Ont.
Broad himself was unprepared to see his creation, launched Tuesday Feb. 4, as a Twitter account called@SochiProblems, become so popular. In only three days it has already attracted more than 240,000 followers ranging from ordinary Canadians, to well known personalities in the media, to athletes, current and retired.