A 30-minute video declaring the intention of making Ugandan warlord Joseph Kony "famous" has succeeded – and then some – by creating an astounding online cascade of interest. The so-called Kony2012 initiative, launched by the non-profit group Invisible Children, demands the removal of Ugandan guerrilla leader Joseph Rao Kony – and the group insists pressure will be maintained on US policymakers to ensure he is removed.

The video has received more than 50m hits on YouTube since it was uploaded on Monday. How did it happen? Think Justin Bieber.