Stop asking for something ‘viral’

SprintThere seems to be a misnomer out there, shared in client circles (and exacerbated by the media), that they can ask their agencies to create viral campaigns for them. Mediapost has just written an article about Sprint’s new viral campaign, on the day it launched. They must know something I don’t because to me, viral is a result, not a tactic. Calling something viral before it has launched is like picking the Superbowl winner in March (congratulations Redskins).

If you’d like to see Sprint’s new campaign, click here – it’s geared towards mobile users who are frustrated with their cell phone carrier. You can get Sprint to change you to their network, and then send your mobile carrier a goodbye song. Not exactly a new idea (and not likely to go viral).

So clients: let’s agree on this distinction. Viral is something you see a campaign do, not something you can request, like out-of-home or radio commercials. And if you’d like to see something go viral, you’re going to have to stick your neck out a little and do something edgy or really innovative. A milquetoast campaign like Sprint’s isn’t going to cut it.

And by the way, I get the irony of distributing the link to a supposed viral campaign I am critical of.

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