The event, while heartwarming, didn’t randomly go viral all on its own (few things do), though it may have seemed like it to anyone watching as #SFBatKid showed up every five seconds in their Twitter streams. Rather, it was a carefully crafted campaign from Clever Girls Collective, a content and social media agency that normally works with clients like Toyota, Dunkin’ Donuts, and Samsung. “We’ve been around for about four years as an under-the-radar social media company. Having an opportunity like Batkid was incredible for us. It showcased what we do every single day,” says Stefania Pomponi, the California company’s co-founder.
The lastest in Ken Block’s driftastic series earned over 20 million views in its first week.
In the hands of director Ben Conrad and veteran rally driver Ken Block, any drab stretch of concrete can be transformed into a vehicular playground. Block, who is also the founder of DC Shoes, became an Internet sensation in 2008, when he uploaded a video of himself practicing a little known motorsport called gymkhana, in which a skilled driver maneuvers a vehicle through an obstacle course. Watching Block’s gymkhana was a little like watching a floor exercise in Olympic gymnastics, but instead of sporting a leotard and bounding across a spring floor, he was strapped into a tricked-out, 650-horsepower rally car and let loose on an abandoned air field. The video went viral overnight.