Viral Marketing Initiatives

The word viral in the marketing world relates to a piece of information that can quickly circulate the internet from user to user.

Did you know?

  • Users upload 100 hours of video to YouTube every 60 seconds
  • Users share more than 4.75 billion pieces of content on Facebook every 24 hours
  • 500 million new tweets per day
This can only mean that the chances of a piece of information meant to go viral, actually can if the right tools are chosen. A marketing initiative can go viral when the campaign or purpose is marketed well and consist of several factors.
  1. Provides interaction rather than just looking at an image
  2. Creates an emotion
  3. Involves celebrity endorsements
  4. Allows to be shared
  5. Feel-good cause marketing (Tuchman, 2014)

“Any emotion that fires us up–humor, awe and excitement, but also anger and anxiety- drives us to share” (Berger)

~AIDAA viral message can come from just about any kind of purpose; from a service, a product, an event, a purpose, political or social. As long as there is a message, an emotion, a way to share with others, and an interaction of some way. Its purpose is to create Awareness on the topic, followed by an interest on the message, a desire to be part of the message and finally impulse to take action (share with the cyber world)!


Such is the case of the ALS Ice Bucket Challenge that went viral through social media.  Social Media sites such as Facebook, You Tube and Instagram where loaded with users around the globe posting their videos and nominating others to pour a bucket of ice cold water on each other in the name of ALS. The purpose of the challenge was to raise awareness and receive donations for ALS Charities.  According to the BBC over 2.4 million challenge videos were uploaded to Facebook with $98.2m made in donations to the ALS Association (Crimmons, 2014).

(My son’s share in the Ice Bucket Challenge)