What You Can Learn from Nerdy Science Geeks

This video has been making some rounds this week, and I think it’s worth sharing. I saw it first on the Sched events blog, whose author called it “simply awesome and one of the most interesting promotional videos I’ve come across in quite some time.”

I watched it; I liked it; I re-shared it on Twitter, and then other people started chiming in that they also had seen this video and loved it and could not stop watching it.

I’m going to be honest. Their praise went way beyond what I thought when I first saw this vid. As I said, I liked it and thought it an interesting and effective promo; but I didn’t have any kind of falling-in-love reaction to it. My initial thoughts were:

  • Good example of an effective way to reach a young audience.
  • Catchy and easy to watch.
  • Proof that you don’t need high production values to do an effective video.

But why does it seem to resonate so much with people? I have a few thoughts but would love to hear yours as well. Here are a few elements that I think make this video work:

  • First of all, it borrows its music from Pink’s fabulous song “Raise Your Glass.” Hard not to like that, even if you didn’t already know it. Catchy tune, easy to listen to, even when performed with different lyrics (OK, let’s be honest; these lyrics are mediocre at best) by someone else. (If you don’t know the original song, scroll to the bottom; I’ve embedded the Pink video there.) I honestly don’t know if this falls within a fair use interpretation for copyright purposes; so if it doesn’t, please don’t think I’m encouraging anyone to violate copyright law.
  • If you’re the target audience for this vid — nerdy science geeks — it’s got to make you feel great about yourself. It’s a celebration of who you are.
  • Despite that, it shows a lot of different kinds of people. They may all be “nerdy science geeks,” but someone in it probably looks like you. Some look stereotypically like nerds, and some look more like the cute guy or girl you wish would ask you out.
  • The people in it are clearly having fun. That’s contagious.
  • Related to the above, it’s genuine. I think the low production values really help in this regard. This video doesn’t look like it was put together by slick producers. It looks like it was done by someone who really enjoyed this event and wanted to share it with others.

People who organize and manage events: think about this. Especially if you’re looking to attract a younger audience to your event (any association leaders out there worried about recruiting younger members?), this kind of video is a tactic you really might want to consider. It’s probably less “professional-looking” than most of what you do, but that also means its less stodgy. Maybe it’s time to take a chance on something a bit out of the ordinary for your group.

And now, the Pink video. Enjoy:

3 thoughts on “What You Can Learn from Nerdy Science Geeks

  1. Hey Kim, thanks so much for this post. I appreciate your honest opinion on it, and I think you’ve nailed it with your synopsis. You see, no one asked me (or paid me) to make this video…i did it because it was in my head and I love this conference and all of the friends that I see there. Science Online is a crazy, incredible and totally fulfilling experience – and really there’s no better way for me to describe it than this video. I know that the conference organizers bust their butts to make it happen, and those of us that attend will truly attest to the fact that it is a genuine ‘love-in’ of folks involved in science communication :)

  2. Excellent analysis – it all stands. I would also add another observation: most of the people who posted the video (or link to it) on their blogs, social networks, etc are people who attended the conference. They love the video because it captures the mood so well and serves as a reminder of a good time everyone there had, as a memento of sorts. So while the video may be good as promo for new people, it holds much stronger influence on people who have actually experienced it.

  3. Thank you for the superb analysis of Carin’s heartfelt and genuine celebration of our annual gathering. As Bora says, this was made for attendees so I never thought to take a professional strategist’s viewpoint as to the promotional value of the piece.

    You hit on two points about which I’m very passionate:

    If you’re the target audience for this vid — nerdy science geeks — it’s got to make you feel great about yourself. It’s a celebration of who you are.

    Despite that, it shows a lot of different kinds of people. They may all be “nerdy science geeks,” but someone in it probably looks like you. Some look stereotypically like nerds, and some look more like the cute guy or girl you wish would ask you out.

    I mention these (and find them worthy of reprint in a comment thread!) because the whole atmosphere of the unconference is one of complete and unconditional acceptance where one is valued for what they bring to the group. High school students are equals with Pulitzer-prize winning writers. And people have fun – a lot of fun (alcohol or not).

    Very cool – are you interested in joining us next year?

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