Before I get started, here are some key points to take into consideration before I start explaining the potential in creating a Second Screen Experience.

– Massive adoption of Mobile Media (Smartphones/Tablets). More online/digital activity via mobile device, especially in developed markets. However in the developing world, its important because its the first time their being connected with the interactive space.

– In the US, over 50% of mobile users are smartphones. For ages 25-34, 4 out of every 5 phones sold is a smartphone. For advertising companies this is going to become a main channel.

– The Second Screen Experience: Approximately 80% of individuals who have tablets, spend significant amount of time in front of TV on their lap.

– Most of the focus of the 2nd Screen Experience is on the content. A lot of broadcasters are developing mobile apps to sync up their content.

With those points in mind here’s where I believe theirs untapped potential. There’s a potential to create a 360 degree type of experience that fully engages and interacts with the user at all points. A tablet would allow for the user to easily chat with others about what’s currently happening on the show (yes that’s being done, but not effectively), creating a much more social experience, allowing the user to customize or vote for the ending of the show, show trending topics related to the topic, or create an even more in-depth user experience through a viral portal.

With last nights Sasha Baron Cohen Shenanigans going viral last night during the Oscars, and my Facebook wall now continually being filled with over played it got me thinking if there’s any pattern or elements a video/meme needs in order to go viral. On top of that its  important to question why its important for branded videos (i.e. Old Spice) to go viral?  Recent research conducted by Vizu revealed that viral video can be highly effective in driving purchase intent.

Strategically, it obviously makes sense to select a social network where lots of group sharing takes place, such as Facebook or Twitter. But making a video viral is most definitely becoming an art. An art that if mastered has the potential to reach millions of viewers at very little cost.

Videos/memes need to tap into our psychological motivation to share. I think either the video has to connect either emotionally with us (whether it be because it was hilarious or sad), or whether we want others to learn from the video. We’re hardwired to teach and learn, so information thats explained in new or interesting ways is almost guaranteed to be shared. Check out this video – of course it helps if you’ve got A-list celebs in the video 😉

Check out this infographic I found with some great insights into understanding viral content marketing. Its definitely worth the read.