Who did what with Matt Damon?
“I’m F^&%ing Matt Damon,” sang Sarah Silverman to boyfriend Jimmy Kimmel on his nationally televised show. Then her confession video, the gag music video made with Matt Damon, swept the Internet, landing on YouTube and other web content sites with over four million views and counting. Viral video, like the Silverman / Damon video and its brilliant follow-up (which, along with the original, is a bit NSFW) from Kimmel Damon chum Ben Affleck, is now a coveted marketing achievement. Surely, Kimmel’s show is experiencing some higher-profile exposure and reaching new audiences with two hugely popular virals debuting back-to-back. Generally, aside from network-generated content, popular virals are created by two different groups: marketers or individuals. Frequently, the video that goes viral from amateurs concerns a brand or product, band or movie, that most people know or an experience to which we can all relate (think Star Wars Kid, Coke and Mentos, or Numa Numa). Piggybacking on Good (or
