Viral marketing campaigns: Brand pile-on

Cases
9
Median Spread Score
46
Most started on
X67%
First post to peak
1 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

IHOb

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Duolingo kills Duo the owl

52
an important message from Duolingo

1.7B impressions

KitKat (Nestlé): The KitKat Heist

52
Regarding recent press coverage

70.5B impressions

Coinbase Bouncing QR Code

51
A pink QR code on black from the aired creative, shown in Wavemaker’s campaign case study.

14B impressions

Monobank’s “Hunt for Lemons”

46
Netflix Ukraine on Instagram: "лимони всюдиииии 😌🍋"

25M impressions

Amtrak’s “trains” tweet

35
@SFBART

Duo’s Sumo Showdown

32
【大切なご報告】

90M impressions

Fall Guys Battle of the Brands

30
Official Battle of the Brands artwork showed the winning bidders around a SpecialEffect crown.

50M impressions

Currys Gen Z Script

27
The end 🤣🤣 #genz #genzlife #currys #tech #uk #fyp #viral

300M impressions

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