As we all know, Valentines Day is on Feb. 14th. Steak and Blow Job Day is coming up on March 14th. You could argue how juvenile or chauvinistic the concept may seem, but you can’t deny that S.A.A.B.J.D. has all the elements that make for good viral communications. Here are some of the essentials.
- Creates a Discussion: For or against, it’s talk worthy.
- Sensational: Breaks or challenges tradition.
- Original: Difficult to replicate.
- Marketable: There is market.
- Viral vehicles: Mostly the internet in this case.
- Actionable: In this case all you have to do is tell someone.
- Timing: The event is upcoming, not distant.
I contacted TJ Hill, a Georgia Tech student who helped spread the concept by creating an event on Facebook. Here’s what Hill had to say.
“Since the idea is not actually my original idea, I'm not looking to make any money off of it... I've only promoted it through about 400 personal invites and word of mouth... The real hero has been other people's invites and people checking their news feeds to see what groups their friends have joined...”
The Facebook event received over 60,000+ confirmed guests in just a few weeks. Hill received the expected negative comments, but he used the Facebook page as a place to respond to the e-mails. The tone, feel, and concept of S.A.A.B.J.D., make for viral wildfire. T-shirts, cards and other items are already available. If Valentine's is a Hallmark holiday, then this is a Spencer's holiday.
It may be juvenile or chauvinistic to some, but all the elements for good viral communications are present. If you can look past the concept into what actually drives people to act or remain indifferent, then you will gain a better understanding of viral marketing or you could wonder why it worked.
Effective viral messages challenge indifference; they evoke a simple response (talk) in many people, while exciting others to take a stance for or against.