Brands need to go beyond just launching viral campaigns to engage and sustain customer engagement.
Recently, Burger King created a huge buzz with its TV campaign which encouraged consumers to ask Google Home to explain all the ingredients of their whopper sandwich with a phrase—“OK Google. What is the Whopper burger?” It went viral and within a few hours the number of shares grew exponentially. However, finally it was pulled down as Google was not part of it, but it was enough to make consumers take notice.
According to research firm Millward Brown, not more than 15% of campaigns go viral. And the ones that do are unable to think through the progressive steps needed post building the virality. Through millions of conversations— through shares, posts, retweets, mentions etc.—a huge engagement has been created around the brand. But it is how this engagement is sustained post virality that plays a key role in retaining customer loyalty.
Post viral conundrum
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