To get people to pay attention to your brand through viral marketing efforts, the campaign needs to be interactive. For example, Domino's ran a campaign where customers could create their own pizza, name it and then have it delivered to their homes. The interactivity of this promotion not only gave customers something to talk about, it also gave marketers data on which to benchmark the success of their campaign.

In addition, viral plans ultimately need to be worth talking about. Quiksilver produced a video made specifically for YouTube that shows a group of surfers throwing explosives into a lake to generate waves, on which they later surf. This is something you definitely don't see everyday. The video has well over 2 million hits from viewers who are arguably Quiksilver's main consumers. On top of generating views and customers, the video also reinforces Quiksilver as an extreme, adventurous and outdoorsy brand.