Surely by now, the night should have well and truly been covered.
With the Kony2012 film labeled “the fasts spreading viral campaign in Internet History,” it is a wonder why its sequel, “Kony Part II: Beyond Famous” – a overtly optimistic tag line – generated as little as 1% of the view ship of its forerunner.
The first Kony2012 video hit its view ship peak on March 7, 2012. Invisible Children’s success with the Kony2012 video saturated their view ship and made Kony “famous” at an amazing speed. The excessive popularity brought excessive criticism. With worldwide masses growing more sceptical, critical and actively ignorant towards Kony2012, Harvard states: “another rather visible nail in the Invisible Children coffin reared its head on March 17th.” NBC reports Jason Russell, co-founder of Invisible Children and director of Kony2012 was “allegedly found masturbating in public, vandalizing cars and possibly under the influence of something.”
Invisible Children CEO Ben Keesey sought to reignite the Kony2012 campaign with a sequel film release entitled, “Kony2012: Part II” released April 4, 2012. This film aimed to provide more details and context to the Joesph Kony campaign. Narrated by Keesey, the film was released, as explained in its caption: “to explain the creation of the campaign, the progress that’s already been made and what we can all do now to support the ongoing efforts to stop the violence of the LRA.”
Despite Keetings attempt at damage control Carbone states: “Sorry Invisible Children, but you’ve found out the hard way: the Internet has the attention span of a 2-year-old child watching paint dry in a library.” Unfortunately, Kony Part II generated just 1% of the views of its predecessor.
Beyond Famous was watched 1.6 million times in its first week. The totals pales in comparison to the original Kony2012, which earned 112 million views in its first week. That’s less than 2% of the traffic that Kony2012 got in its first five days alone.
Although 1.6 million views is nothing to scoff at, director of marketing at Visible Measures Matt Fiorentino states: “compared to a regular campaign, it’s pretty good.” But there was probably nothing Invisible Children could have done to garner a video with comparable views, except maybe wait longer before it released the sequel. Fiorentino states: “they needed to give the audience time to breathe.”