Take the unorthodox way to both attract and fascinate Instagram followers by compromising their comfort zone. This presentation will show methodology and process by analyzing the most outlandish (and popular) Instagram accounts, photo themes, and social celebrities. Topics include appropriate eccentricity, the “train-wreck” phenomenon, bizarre character design, and meme virality.

1. © 2014 PETER MAYER
PETECreative ideas
worth spreading
THE ABSURD ROUTE TO INSTAFAME

2. 2© 2014 PETER MAYER
© 2014 Peter Mayer
Instafame – noun
1. THE SUDDEN NOTORIETY
FROM ACTIVITY ON SOCIAL
NETWORKS INCLUDING
INSTAGRAM, TWITTER,
YOUTUBE OR VINE.

3. 3© 2014 PETER MAYER
© 2014 Peter Mayer
2. WHEN 15 MINUTES OF
FAME ONLY LASTS 6
SECONDS.
Instafame - noun

4. 4© 2014 PETER MAYER
THE ABSURD ROUTE TOINSTAFAME
> Traditional vs. Absurd
> Absurdity in action
> The Absurd model
> Case studies: Absurd With
Intent
> Absurd Instafame goes main
stream

5. 5© 2014 PETER MAYER
TILA TEQUILA
TRADITIONAL VS. ABSURD

6. 6© 2014 PETER MAYER
ROB FORD
TRADITIONAL VS. ABSURD

7. 7© 2014 PETER MAYER
TRADITIONAL VS. ABSURD
TRADITIONAL VS. ABSURD

8. 8© 2014 PETER MAYER
BOTH?
TRADITIONAL VS. ABSURD

9. 9© 2014 PETER MAYER
>The Dark Side
>Dark humor
>Positive reaction not intended
>Self-awareness mystery
>Spectrum of follower interest
>Unorthodox fascination
>More niche groups
>Questionable transparency
>As an approach it’s intentional
WHAT’S ABSURD? WHY ABSURD?
THE ABSURD MODEL
>Unsaturated method
>Core of Viral content
>Niche opportunities
>Fresh satire
>Niche = Younger audience
>Less effort to place
>Train crash phenomenon
>Versatile
• Character, thematic format, topic
commentary, sound bites, memes,

10. 10© 2014 PETER MAYER
VIRAL THEORY
THE ABSURD MODEL
Mode of
Persuasion
Aristotle, 350 B.C.
Emotional
appeal
Logical
appeal
Ethical
appeal
Meme Synergy
Schwartzman, 2004
Strong
Emotional
Appeal
Reuse
potential
Quality/consi
stency
Familiarity
New
Virality
Berger/Milkman, 2013
Strong Emotional
Stimulus
Unexpected
Satire/commentary
Potential
Quality of Story
Memory-inducing
Trigger

11. 11© 2014 PETER MAYER
ABSURD MODEL
ABSURD MODEL
Virality
Berger/Milkman, 2013
STRONG
EMOTIONAL
STIMULUS
UNEXPECTED
SOCIAL SATIRE
QUALITY STORY
MEMORY TRIGGER
Unbelievable Pointless
Replicableformat
(module)
Understandable Controversial
Ragsto riches
backstory
Impressive effort Well developed Niche style
Popular topic Familiar format Fears/phobias
Rare
Human
experiences
Vulnerable
Irrational
Absurd
Inspiring Confusing Uncomfortable Embarassing
Traditional

12. 12© 2014 PETER MAYER
>Choose Medium
• Photo, video, blog, etc..
>Designate Format
• Theme, character, topic
>Define audience
• Who will be offended, who won’t understand it, or will misinterpret it?
>Trending opportunities
• Consider repurposing current viral formats
>Identify traps
THE ABSURD PROCESS
THE ABSURD MODEL

13. 13© 2014 PETER MAYER
CASE STUDY
@LEGENDOFANWAR

14. 14© 2014 PETER MAYER
@LEGENDOFANWAR
CASE STUDY

15. 15© 2014 PETER MAYER
HOT-DOG-LEGS.TUMBLR.COM/
CASTSTUDY

16. 16© 2014 PETER MAYER
@MRPIMPGOODGAME

17. 17© 2014 PETER MAYER
@COOKINGFORBAE
CASE STUDY

18. 18© 2014 PETER MAYER
@COOKINGFORBAE
CASE STUDY

19. 19© 2014 PETER MAYER
DEEPSEAFAUNA.TUMBLR.COM/
CASE STUDY

20. 20© 2014 PETER MAYER
DEEPSEAFAUNA.TUMBLR.COM/
CASE STUDY

21. 21© 2014 PETER MAYER
HONEY BOO BOO
THE ABSURD ROUTE TOTHE MAINSTREAM

22. 22© 2014 PETER MAYER
PEACHES FOR PANTIES
THE ABSURD ROUTE TOTHE MAINSTREAM

23. 23© 2014 PETER MAYER
HONEY BOO BOO
THE ABSURD ROUTE TOTHE MAINSTREAM

24. 24© 2014 PETER MAYER
SWEET BROWN
THE ABSURD ROUTE TOTHE MAINSTREAM

25. 25© 2014 PETER MAYER
© 2014 Peter Mayer
THANK YOU