How to ‘Go Viral’

Summary: You can usually bet on two things in advertising: one, your client will never be as brave as you give them credit for, and two, sometime during a client meeting someone will ask the question: “How can we take this campaign viral?” As if the whole concept of viral advertising could be “taken” anywhere. By its very nature, viral advertising is an uncontrollable, untamed beast that lives only by virtue of those who host it, those who partake it in, and those who pass it on.