3. WHAT IS IT
Viral content is described as any piece of media that suddenly becomes an online sensation.
The open forum nature of the Internet has allowed for this type of media to flourish.
6. THE EMOTIONS
Content that evoked more ‘high-arousal’ emotions (like anger, frustration, happiness,
or surprise) had the potential to be more viral, regardless of whether the emotions
were negative or positive.
//JOURNAL OF MARKETING RESEARCH
8. // SOCIAL CURRENCY
“Your ability to pass it on and riff
on it shows that you understand.
It’s the ultimate, subtle
insider signal: I know without
yelling that I know.”
10. ORGANIC MANUFACTURED
An existing trend that was
created naturally by
audiences and social
interaction.
A brand’s attempt at
creating their own
viral phenomenon through
self-created content.
CHARACTERISTICS:
High audience engagement
Low control over generated
content
Potential for higher authenticity
High risk
CHARACTERISTICS:
High control
Lower audience engagement
Less authenticity
Lower risk
11. USER
LED
A viral
advertisement or
interaction in which
the outcome is
controlled by the
participating
audience members.
CHARACTERISTICS:
Evolving
Unpredictable
Potential for high engagement
High risk
BRAND
HANDLED
A viral
advertisement or
interaction designed
with strict rules
regarding audience
interaction.
CHARACTERISTICS:
Structured
Predictable
Low audience engagement
Low risk
16. “Women’s unique differences should be
celebrated, rather than ignored, and that
physical appearance should be transformed
from a source of anxiety to a source of
confidence”
20. vv
“My team knows we can’t just try and sell
people burgers, pancakes and eggs so we
try to feed them in other ways. Give them
a smile, a laugh or just a small memorable
moment.”
// Kevin Purcer
25. #CLitFest
THE PURPOSE
to promote the Chester
Literary Festival
THE OUTCOME
people get the wrong idea
about the festival
THE LESSON
abbreviations aren’t always ideal
26. #AskThicke
THE PURPOSE
for VH1’s Q and A with Robin Thicke to
promote his new album
THE OUTCOME
hashtag was bombarded with
questions about his treatment
of women
THE LESSON
people can be unpredictable