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There was a lot of press last week about the JK Wedding Entrance Dance video that posted on YouTube and went viral – amassing almost 16 million hits since posting on July 19.

But That’s Not The Real Story…

Much has been made of Sony‘s reaction to the fact that the wedding entrance dance was set to “Forever” by Chris Brown by running text ads on the YouTube clip and adding Amazon and iTunes ‘Click-to-Buy’ links underneath the video.   Brown’s song shot up the iTunes chart, and Forever is now in the Top 10 – a great money maker for Chris Brown and Sony.

But That’s Not The Real Story, Either…

As Google (owner of YouTube) pointed out, “we have sophisticated content management tools in place to help rights holders control their content on our site.  The rights holders for ‘Forever’ used these tools to claim and monetize the song, as well as to start running Click-to-Buy links over the video…”

But The Real Story Is…

So, we have a story of a wedding video going viral (and lots of speculation as to whether this was the intent of its producers and why it went viral.)  And we have a story of sophisticated content management.

But, I believe the real story is one of a strong sense for Web 2.0 coupled with extreme business agility.  This success for Sony and its artist could have gone any of several different ways.  They could have jumped all over the video for copyright infringement and had YouTube take it down.  They could have ignored the video.  But, in rapid fire, Sony recognized there was a viral event to capitalize upon (great market sensing). decided how to capitalize upon it (great rapid strategy formulation) and acted on it (great ability to make a decision and mobilize to action).

How would your company respond to a market or business opportunity if it suddenly materialized?  How quickly could you act?

Image courtesy of mccartney’sdogs.com

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