March 5, 2008
How To Do Virals
The thing about virals are that the content is usually something unexpected; if it wasn’t the viral wouldn’t go viral. As a result basing a viral on previous viral successes is just silly. Scamps latest post in his How to… series takes on the task of explaining how to do the impossible: create a viral that actually goes viral. Contributed by BBH engagement planner, Jerome Courtial, he manages to weave an IF! favourite, The Black Swan, into his theory:
“Being able to understand and analyse great virals is in no way a factor in predicting whether a piece of communication will go viral, let alone trying to manufacture another one.
“I will go further than that. I actually think it’s counter-intuitive. As soon as you have some big principles as to why communication have turned out to be great virals, you are even less likely to come up with the next one.”
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