Jonah Peretti of Buzzfeed interviewed at Web 2.0 Expo New York 2010

on YouTube ↗08m

" summary

Argues that combining creative experiments with measurement wins: Old Spice spends about $12 million on a mixed paid-plus-social campaign while running rapid real-time ad replies and A/B ideas, producing outsized sharing. Describes a platform that instruments thousands of items, exposes a real-time viral dashboard, and routes extra traffic to pieces that users want to share; the owned site grows from zero to 7 million uniques to validate the system and a 150M‑unique network sells the tech to brands.

AI-written summary · about

" chapters (6)

1. 0:00Science to viral advertising
2. 0:42Old Spice campaign
3. 2:08Six Degrees of Separation
4. 3:33BuzzFeed
5. 5:01Viral Content
6. 6:11Platform

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