With all the brands desperate today to unleash a viral video on the Internets, I think it might be instructive to look at a brand that’s been viral offline for decades.
No ad agency had anything to do with the creation or perpetuation of the Gatorade dunk. Maybe this should be the definition of what viral is? Something can only be viral if uninstigated consumers create meaning around the brand. Everything else is just advertising.
[via Where’s My Jetpack]
