This is a good solid reminder that campaigns need to have an edge and surprise people if they are going to go viral. Seth's Blog.
Who surprises you?
* NRDC -polar bear work
* environmental defense (one they do well)
* anti-drug in canada
* def comedy jam jam
* Amnesty International -Not Happening Here but it is Happening Now
Seth keeps pushing ideas that spread win. How does each element of the campaign and materials spread the campaign and surprise the audience?
Are the campaigns and messages surprising? Unless you are buying ads on the super bowl you better have a strategy to go remarkable.
There's nothing wrong with not surprising people. In fact, most of the time, you don't want to surprise people. I don't want to be surprised when I use an electric drill, and I don't want to be surprised when they're doing surgery on me.
But if you want the word to spread, if you expect me to take action I've never taken before, it seems to me that you need to do something that hasn't been done before. It might not feel safe, but if you do the safe thing, I guarantee you won't surprise anyone. And if you don't surprise anyone, the word isn't going to spread.