Rage Against The Machine: The Case Study In Spreadability vs Reach

In December 2009, Rage Against The Machine’s ‘Killing In The Name’ beat the X Factor winner to the Christmas number one in the UK. It was the result of a Facebook campaign organised by Jon and Tracy Morter.

This is a case study in spreadability versus reach.

Reach

The X Factor had reach. Millions of viewers. National television. The full weight of Simon Cowell’s promotional machine behind it.

Spreadability

Rage Against The Machine had spreadability. A compelling story (the underdog versus the machine), a clear call to action (buy this song on this date), and an emotionally charged reason to participate.

Reach gets your message in front of people. Spreadability gets people to move your message for you.

The Morters didn’t have a marketing budget. They had an idea that people wanted to be part of. And that’s the thing about spreadable ideas – they recruit participants, not just audiences.

The lesson: don’t just ask how many people you can reach. Ask whether what you’re doing is worth spreading. Because if it is, your audience will do the reaching for you.