The factors we’ve considered:
There needs to be an actual business or brand behind it
Not just something funny
The idea or product was primarily spread by others.
Not ‘driven’ by paid media.
Based on effectiveness only, (ignores insensitivities / political / religious views)
A little explanation is next to each
In order.
- The story of Jesus Christ (before digital technology or even the printing press, this ‘story’ crossed borders and oceans)
- 911 ‘Al Queda’ launch (3 weeks free media coverage on every media channel in every country)
- Polaroid Instamatic Cameras (product usage = product demonstration)
- Hotmail (the first viral product of the internet age)
- In Rainbows album by Radiohead. (true brand handover to passionate users, fan chooses price – even free, resulting in massive free media & blogosphere coverage, then goes to number 1 on US charts on physical album release)
- Google (usability & effectiveness which led to absolute domination)
- Youtube (was the ultimate user experience and so won the game. There were 240 other video sharing sites when it launched!)
- OK Go – Ok Here it goes film clip. (first to leverage youtube commercially. 27 million views and counting. No 2 on the charts to boot)
- Blair Witch Project (set a new paradigm for movie promotion & brand hijacking)
- Mini Cooper S Campaign (first ‘real’ personalized campaign message)
Add to, agree, disagree, complain and disdain in comments below!
