Viral marketing is tricky because it is by nature unpredictable. You can create the most expensive viral ad in the world ever complete with A-list celebs and a rocking soundtrack, promote it in all the right channels and still have it flop. Or, you can slap something together with no resources, send it to a friend and have an international phenomenon on your hands. Going unnoticed is bad but a badly misjudged campaign that results in plethora of hate is worse.

Just ask Motrin, pain management specialists. In 2008, Motrin launched a print and video viral campaign that, I assume, was supposed to be a tongue-in-cheek solution for the headaches and back pain that plagues many mothers. Unfortunately, the ad was in incredibly bad taste, it alleged that babies are fashion accessories, and claimed that carrying babies may be bonding but that while babies cried less, mom’s cried more. In my opinion, the most damage was done at the end, when the mommy narrator said that carrying her baby was bearable because it was a ‘good’ pain and that it made her look like an official mom, and that when she looks tired and crazy ‘people will understand why’. (see the video here)

Viral marketing has proven to be very successful for many online companies, so long as they get it right. That`s the trick though: to get it right. There are many reasons why viral marketing can sometimes hit the mark, and will at other times slither into underground territory where no one takes any notice of it. Finding the right playing field can be tricky, but once you`ve correctly targeted and researched your market, your viral campaign should be set to go. Only the right target market will catch on to the intent of the campaign, so double check that you are distributing/introducing it into the appropriate social community.