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Library/Music/OK Go: The One Moment video
Grade B24 sourcesHIS-00324

OK Go: The One Moment video

Music · 2016 · Notable

55Editable slideCertificate

A Morton Salt-sponsored OK Go video passed 9 million Facebook views by the next day.

Clip · OK Go on YouTube
24M views · 103 reactions | Ladies and gentlemen, please enjoy our new video for "The One Moment." A million thanks to our partners at Morton Salt #WalkHerWalk. | OK Go
OK Go
OK Go: The One Moment video: cover art
Wikipedia (non-free, fair use)
Background Notes and Full Credits for The One Moment Video
OK Go
Morton Salt | The One Moment
The One Club for Creativity
OK Go makes some noise in the classroom
Google / Damian Kulash
The One Moment
OK Go Sandbox / Playful Learning Lab
OK GO New video Watch
Rolling Stone
OK GO shot this awesome 4-minute video in only 4 seconds
The Next Web
Morton wants to make salt thought of as a 'lifestyle choice'
Digiday

Spread Score

How it works
Reach64Contagion30Breadth80Velocity63Longevity3055

Numbers

Video coverage impressions, strategist claim
1.1B
Self-reported · Symbiotic Strategies
Seed to peak
1 day
Nov 23 ’16 to Nov 24 ’16
Platforms
6
Started on Facebook
Origin
Mixed
Entertainment

Mechanics

  • Real-world spectaclePrimary
  • Maker origin
  • Transgression
  • Platform jump
  • Press loop

How it spread

Trace the origin

OK Go premiered a Morton Salt-sponsored video on Facebook, then drew YouTube views and Reddit discussion. It passed nine million Facebook views during the launch window, entered the UK video chart, and later became classroom material.

Wikipedia views · Google searchesJun ’16NovFeb ’17JunNovJul ’18Jun ’19Jan ’21Sep ’22May ’24Aug ’25Nov ’26PeakFacebookOpen webPressRedditYouTubeBox office
FacebookOpen webPressRedditYouTubeBox office

13 more events on this chart

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Timeline (16)

  1. November 2016

    OK Go seed · Nov 23 ’16

    OK Go premiered its Morton Salt-sponsored video on Facebook.[1][2][3]

    24M views · 103 reactions | Ladies and gentlemen, please enjoy our new video for "The One Moment." A million thanks to our partners at Morton Salt #WalkHerWalk. | OK Go
    Open the first post ↗

  2. Damian Kulash owner response · Nov 23 ’16

    Kulash published notes explaining the robotic cameras and changes in playback speed.[4]

    Background Notes and Full Credits for The One Moment Video

  3. The Verge press · Nov 23 ’16

    The Verge covered the slow-motion video and its Morton Salt sponsorship.[5]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 15 events, 20 sources · Score 52
Origin
Mixed
Sector
Entertainment
Region
US
Video coverage impressions, strategist claim
1.1B
Self-reported · Symbiotic Strategies
Evidence
Grade B

Spread the same way

OK Go: Upside Down & Inside Out video

Facebook · 2016

59
309K views · 150 reactions | Hello, Dear Ones. Please enjoy our new video for "Upside Down & Inside Out". A million thanks to S7 Airlines. #GravitysJustAHabit | OK Go

50M on a 750K followers at seed

Husqvarna: DOOM Mowers

YouTube · 2023

53
HUSQVARNA x DOOM

3.8B impressions

Instacart: For Papa!

YouTube · 2026

50
Spike Jonze’s extended Instacart musical with Ben Stiller and Benson Boone competing over banana ripeness.

22B impressions

Hum Hain Happy / 6 Pack Band

YouTube · 2016

42
Hum Hain Happy - 6 Pack Band

2M views

New cases, every week

How the next thing spread, the week it does.

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Wikipedia views · Google searchesJun ’16NovFeb ’17JunNovJul ’18Jun ’19Jan ’21Sep ’22May ’24Aug ’25Nov ’26PeakFacebookOpen webPressRedditYouTubeBox office
FacebookOpen webPressRedditYouTubeBox office

13 more events on this chart

Join free to see them

  1. November 2016

    OK Go seed · Nov 23 ’16

    OK Go premiered its Morton Salt-sponsored video on Facebook.[1][2][3]

    24M views · 103 reactions | Ladies and gentlemen, please enjoy our new video for "The One Moment." A million thanks to our partners at Morton Salt #WalkHerWalk. | OK Go
    Open the first post ↗

  2. Damian Kulash owner response · Nov 23 ’16

    Kulash published notes explaining the robotic cameras and changes in playback speed.[4]

    Background Notes and Full Credits for The One Moment Video

  3. The Verge press · Nov 23 ’16

    The Verge covered the slow-motion video and its Morton Salt sponsorship.[5]

  1. platform jump · Nov 23 ’16

  2. backlash · Nov 23 ’16

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Why it worked

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