Persuasive Online Video is the world’s first class dedicated to using web video to influence and change behavior.
It was born out of the Stanford University Persuasive Technology Lab based near Silicon Valley and was founded by BJ Fogg and Enrique Allen in the Spring of 2009.
The education takes the form of a series of winter workshops (open to the public for a fee – see below) and a follow up Stanford class in the Spring, with the aim of furthering research into the intersection of the online video industry and academic innovation.
The methods and metrics for changing behavior using online video are the core concepts of the course.
A Persuasive Online Video Assignment in Action
The example video below is an assignment from the class where students picked a controversial cause to promote, and then utilized online video to spread the message:
You can see the original ‘Gotta Get Wed‘ music video here. Enrique, the organizer of the class, had this to say about the project:
"What makes this particular example unique? For one, it’s about a controversial topic that’s inherently social. Secondly, it leverages existing motivation in popular music memes similar to other "spoof" videos that go viral. Lastly, this is a great example of a no budget campaign with 2 iterations executed in less than a week that achieved nearly 12k views, 111 favorites, and 166 ratings along with 709 clicks (6% CTR) which was all measurable via free distribution and tools."
Public Online Video Workshops
In addition to the classes are public workshops which anyone interested in the industry can attend. These will discuss end-to-end persuasive video topics ranging from design to production, distribution, metrics & evaluation.
I will be presenting at the workshop on Dec 18th, 2009 and the first 10 WebTVWire readers can get a discounted pass here.
For information on the other scheduled workshops from the class go here.
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