When people talk about viral marketing, they often overlook the power of events. Events can spread virally, just as a viral video can. Take Alcoholics Anonymous for example. It was started by one man, a man who had a religious experience that helped him quit drinking.
From there, the organization spread all over the world – one basement, cafe or conference room at a time. Yes, spreading an event takes longer than spreading a video. But it also has more longevity.
It doesn’t have to be non-profit. Take Robert Kiyosaki’s “Cashflow Game” for example. This game is designed to teach wealth mindsets. It works by having people all over the world create gatherings of people to play the game. In order to play the game, they of course had to buy the game, which costs about $200.
Kiyosaki has made millions off of his “Cashflow Game” franchise, which at the end of the day was successful only because he made his game events go viral all over the world.
In order for an event to go viral, it needs to meet a few criteria. If you can make your event match these criteria, you have a very strong chance of going viral.
==> Criteria #1: There Must Be Affinity within a Community
You can’t create a viral event for everybody. Instead, a viral event needs to be catered towards one community specifically.
Cashflow Game was targeted towards people who wanted to quit their jobs and be financially free. Alcoholics Anonymous catered for alcoholics who needed support.
People need to feel a bond towards the event you’re creating. They need to feel like they’re in it together with you and with the other members of the community. That’ll make them naturally want to spread the event.
==> Criteria #2: It Must Be Replicable
The event must be replicable by people who aren’t connected to you.
Bill Wilson, founder of AA, does not need to instruct ever AA branch leader about how to run their meetings. Robert Kiyosaki does not need to instruct group leaders of Cashflow Game on how to run their groups.
If you need to be at an event in order for it to work, it simply can’t go viral. On the other hand, if people can create their own events without needing to turn to you for help, then you have a great chance of going viral.
Your job is to encourage others to take this initiative.
==> Criteria #3: It Must Solve a Unique Problem
Your event needs to be the best solution there is to a specific problem.
If AA was only mediocre at helping people quit drinking, it wouldn’t have spread. If Cashflow Game didn’t teach unique concepts and principles, it wouldn’t have spread.
If your event is really the best solution for a specific problem, people will naturally want to spread that event. People will create their own chapters and draw others into your community.
Creating a viral event is quite a bit more difficult than creating a viral video. However, if you succeed in creating a viral event, you won’t just have one piece of content that went viral – you’ll have a whole organization.