A young man was left duct-taped to a pillar in the center of Serbian capital city Belgrade, as if it was result of a last night’s prank. Shocked and confused passers-by did all the media work via social networks within only a couple of hours. All national web portals, newspapers, radio and (competitive) TV stations reported about the “bizarre” event, generating around 100 000 euros media coverage. Following “Pranked” weekend had the highest ratings in history of MTV Serbia. Production euros spent: 50. Media euros spent: 0.

Simple, effective and to the point communication. the viral effect does the entire work. To understand and develop Viral ideas, the following attributes ( borrowed from Seth Godin’s Blog ) have to be considered and mulled upon :

What makes an idea viral?

For an idea to spread, it needs to be sent and received.

No one “sends” an idea unless:
a. they understand it
b. they want it to spread
c. they believe that spreading it will enhance their power (reputation, income, friendships) or their peace of mind
d. the effort necessary to send the idea is less than the benefits

No one “gets” an idea unless:
a. the first impression demands further investigation
b. they already understand the foundation ideas necessary to get the new idea
c. they trust or respect the sender enough to invest the time

Once, we have our answers and fit the frame-work around these ingredient points, the probability of creating viral ads/ideas would definitely boost.

Nonetheless, being a media darling also helps, an ambient idea inevitably would need a “media steroid” shot in-the-arm, making it more valuable to consumers as well as advertisers. Therefore, post the plan of a great idea, we often tend to forget to dip it to main line media or add a PR angle to the same.  Is it true or am i just blabbering?

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