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5 mistakes to avoid when launching a viral campaign
The myth of "viral" feels like a brass ring everyone reaches for, but few can touch. What you really want to create as a brand manager is the best possible environment for campaign efforts to go viral. This is where so many of yesterday's processes are failing today's needs for success. From our experience, here are the five most frequent mistakes brands make in creating campaigns that invite sharing between friends and across networks.
People see it all the time in sports when the team is behind: lots of strikeouts while everyone is swinging for the fences. In digital campaigns, the viral goal is often so lofty that it seems to drive entire teams to hit for power -- trying to come up with the big idea that covers every possible use scenario, irrational liability, and endless strings of meeting results.
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