There’s no Forcing Viral

January 27, 2011 § Leave a comment

The NFL Players Association is combating a lockout that is expected for next year with a 30 second tv spot to air during the NFLPA All Star Game. They aren’t spending any money on media, rather they say: “We’ll spread this virally,” Mr. Atallah said, “much like Pepsi did last year for the Super Bowl.”

The idea of “spreading something virally” is ridiculous. “Going viral” can’t be planned for, sure a funny commercial can be expected to have quite a few views on YouTube, but viral can’t be planned. Even the folks at W+K working on Old Spice could only hope the Old Spice man would “go viral.”

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