Viral Redux
Jaffe talks about smirnoff “yo where my wasps at”
Hugh asks the question “what is viral”
Tara threatens to shoot people in the street for using the term “viral”, explains why and illustrates why she hates the term viral
Innovationzen.com talks about the environment for enabling the creation of viral ideas is much more akin to innovation process than tradictional creative process
Douglas says its about two things “desirable content and setting the conditions for that content to spread”
Asi of nomansblog points to an interesting post that asserts Viral is what happens, not a thing.
Asi also suggests the biggest risk/challenge is “Biggest challenge as I see it - experiment, go wild, don’t take yourself too seriously…but how do you make sure that you’re still saying the right thing about your brand???”
I think there is a universal agreement that you can’t “create viral” (although i’m sure the folks at The Viral Factory would beg to differ), but i think there is also agreement that you can create content in a way and in an environment that can encourage it to “go viral”. The web equivilent of “warm and moist”, a fertile ground, to to speak.
To me I keep going back to Hugh’s old cartoon “the market for something to believe in is infinite“, to me good viral marketing is about sharing and communicating ideas, and things we believe in. Just because it is often used and abused as a means to an end by companies is no reason to kill the conversation.
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