Recently a client asked us to develop a Viral Campaign. I have heard this in the past – at least 1000 times if not more – and it always frustrated me.
I personally think that very few marketers and their agency partners understand the real meaning of Viral – it is not a cause but an effect generated by a Virus. The Viral Effect will depend on how strong the Virus is (strength of the Idea), how quickly can it replicate & spread (user appeal & ease), how long will it remain in action (staying power of an idea) and are there any vaccines (barriers). Just like in life… some viruses are lethal and some are fly-by-night. Same principles apply in Marketing…
So as a communication consultant I can definitely come up with several Viruses, plant them and hope that they get Viral effect. But I don’t think I can design Viral Campaign.
