The fun part is that no one had any idea that Vodafone was involved until later. The Campaign centered around two videos showing supposedly paranormal activity.
In the first video: a young woman seemingly walks through the elevator door after the elevator gets stuck. She simply disappears through the closed door like a ghost.
ياما نفسي طول عمري أعدي من الحيطة زيها… هو دا حقيقي ولا اية!!
Posted by Mohammad Sherif on Friday, October 20, 2017
In the second video: two young men are trying to retrieve their ball which has rolled under a car. One of them casually lifts up the front of the car with his bare hands as the other picks up the ball.
انا مش فاهم الواد ده رفع العربية بإيده ازاي..حد فاهم ايه الحوار ده !!
Posted by Ahmed Jaber on Wednesday, October 18, 2017
The most interesting part of the videos is how unpolished they look. They were both captured by security cameras, making them look authentic. Most commenters on Facebook believed they had just witnessed real superpowers.
Instead of distributing them through their own official Facebook page or some well-known social media influencers, Vodafone chose two average Facebook users to spread the videos.
This made the events in the videos even more believable.
Soon, other social media influencers picked up the videos and spread them to their own wide networks. The videos quickly gained hundreds of thousands of views.
In addition, media was abuzz with OMG! stories about the viral videos on social media.
القوة الخارقة عند المصريين .منشن صاحبك اللي عنده قوة خارقه وقولنا عنده ايه .
Posted by Ali Ghozlan – على غزلان on Thursday, October 19, 2017
القوه الخارقه فينا بس التواضع مسيطر علينا
Posted by Mai ibrahim on Friday, October 20, 2017
Revealed – Flex Super Powers Campaign
Just before Halloween, Vodafone revealed their involvement in the massively Super Powers viral videos, as well as linking to Flex Super powers commercial adverts, which was launched in October. (watch)
- Viral Content – Use social media to create excitement and buzz about your product. Create viral content that goes viral and earns you a huge exposure.
• Authenticity – Social media users respond to content that looks real and authentic. Instead of polished cinematic videos, Vodafone opted for two grainy and low quality but very realistic videos.