This is actually pretty interesting if you take a step back and see what has really happened here. The back story is that a Marine named Sgt. Moore originally posted a youtube video to ask actress Mila Kunis to be his date for the Marine Corps Ball. This ball is a celebration of the Marine Corps Birthday that is held every year, and she accepted! Good for Sgt. Moore and Semper Fi.
Now how is this a ‘social coup d’etat’? In reality, Mila Kunis and this Marine would never purposely seek one another out, just because of the vastly different social circumstances of each party. Mila is a celebrity in Hollywood, and Sgt. Moore is serving in Afghanistan. Actresses typically do not go to Afghanistan to specifically date military men. They might go there for a USO tour, but not to find dates. And socially and even economically, both the celebrity and soldier live in some very different worlds. Now of course this date does not mean that they are now connected at the hip and actually interested in one another. But they both are certainly going to be hanging out for one night together at this ball, and that is pretty cool. I could even see Hollywood making some show about the whole thing. Who knows?….
But it is this collision of two very different worlds that grabs my interest, and it is cool to check out the dynamics of how it happened and snowballed. Youtube is a tool that anyone can use, and the potential for a video to go viral or be passed around and seen by a lot of people, is open to anyone with a good idea. I first learned about this video on Facebook, because someone watched it, and passed it around on FB. Guess what, I passed it around as well. The thought of a celebrity going to the Marine Ball with this Marine, was a cool idea and everyone was very supportive of this Marine’s gumption to post such a thing. It is that image of a actress and Marine, going to the ball together, which has created the viral effect of the idea itself.
Once this idea came out, and people agreed with it and celebrated the idea, then guess what? People support what they help to create, and Facebook/Twitter/blogs etc. all allows people to pass around the idea and show their support for it. They also know that the more people they pass around this idea too, will equate to them being rewarded with a ‘thanks’ and a ‘like’ out there in the world of cyber democracies. Passing around a good idea, makes you a ‘good idea’ within your online community. That is the incentive, and everyone wants to be the purveyor of good ideas within their social networks. That is why I passed it around on my Facebook account, and that is why my friends passed it around as well.
It get’s better, because now you have this massive viral video explosion going on in the social networks of the world, and meanwhile, little ol’ Mila Kunis has no idea what is about to hit her. When you watch the video where she found out about this video and invitation, she was shocked and had no idea how to respond until her co-host Justin Timberlake clued into the big picture and said ‘this needs to happen’ wink, wink. She said she would go, and that is what sealed it.
I am sure afterwards she was contacting her PR guy and trying to figure out what happened. They have also clued into the fact that if she does not go, that it would be extremely negative publicity for her. But the main point here is that Sgt. Moore performed a social coup, and was able to get this celebrity elite to go on a date with him to the Marine Ball! A celebrity that would have never had connected with this Marine within the normal societal rules and structures we live in today. Hell, for all we know, Kunis might be an anti-war, thumb her nose at soldiers, Hollywood liberal. But that doesn’t matter if true, because she will be the bad guy now if she doesn’t go.
Finally, this little incident has inspired others (mimicry strategy), because another female Marine named Corporal De Santis has asked Justin Timberlake to accompany her on a date via youtube to the Marine Ball. lol I speculate that he will go, just because if he doesn’t, he will look like a hypocrite for telling Kunis to go and not going himself. Plus, it is all good PR for the movie that Kunis and Timberlake are promoting called Friends With Benefits. The Marines benefit from this PR as well. Stuff like this makes Hollywood happy too if these leads to more revenue and an increase in star power for these two actors. The power of viral videos and social media, continues to amaze me. –Matt
