I’m frequently asked what makes a good viral campaign. More often, I’m asked how to do a really great viral campaign on a shoestring budget. Even more often, the request is for a cheap viral produced overnight that catches on like GMail on steroids.

Once you know the answer to the first question, the next two take care of themselves. So I thought I’d share with you our five secrets to a successful viral campaign.

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Volkswagen, with the resurrection of the Rabbit imminent, has launched a viral campaign in hopes to generate buzz. The premise of the site is that a VW Rabbit will drive around the streets of New York, and record the passengers in the car. Unique? No. Done Before? Yes. Interesting?…. It kept me amused for a few minutes…

Paired with excellent use of flash, integrated video, and a city driving dictionary (Who knew what a Noser was?), the VW Gypsy Cab Project is mildly entertaining. The question is – how much buzz will this viral campaign actually generate?

Take a look for yourself by clicking here.

All too often when we hear the term viral marketing, we jump to the conclusion that what’s needed is a cute 30-second (or shorter) video clip that makes us laugh. There’s no denying that the video approach works and has been very effective. Unfortunately it’s well out of budget for many smaller businesses.

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