Kony2012: 100 million views online. Conclusions?
Kony 2012, the controversial 30-minute video produced by the non-profit association Invisible Children, which in the space of a little more than a week following its release in March 2012 was viewed some 100 million times, is an undoubted triumph of guerilla marketing. It has set a benchmark for the use of social networks for mass mobilisation campaigns. But it has also attracted significant criticism, leading to a wide-ranging and interesting debate on activism and social media strategy.