Just like a Trojan horse it drives brand discussion and messages that people to share,' he claimed before explaining what he meant by Trojan Horse: 'It carries something along for the ride - the message they want to get across in the middle. 'High arousal emotion drives people to share. 'If something is top of mind it's tip of tongue,' he explained before advising the room to think of 'related trigger cues' such as Peanut butter and Jelly, and link their products or brands to a regular average routine such as KitKat's attempts to 'apply the concept' that the biscuit worked perfectly when accompanying coffee drinking.Įmotional arousal was another tip from Berger to the audience, as presented the Panda Cheese campaign from a couple of years ago that featured effective humour to drive its message that consumers should only buy Panda Cheese rather than any of its rivals.Īlongside humour, anger and fear were two other emotions found to prompt sharing. However, the video of the song has continued to generate a spike in YouTube views on Fridays due to its title and relevance to the day.īreakfast cereal brand Cheerios apparently also saw a spike in online discussion at breakfast time each day as that is when people consume the product. The six key principles were listed as the following:Įxplaining what he meant by the term 'Trigger' he highlighted the example of the 'popular' YouTube song by Rebecca Black which last year generated millions of views and downloads, mainly by those who wished to listen and mock the song.

'Focus on the message rather than messenger,' he advised claiming that the message was by far the most important aspect. He aimed to dispel the myth that the use of cute cats would guarantee online success and revealed that only seven per cent of conversations took place online, meaning that marketers must still aim to generate traditional discussion foremost.īerger also claimed that there was no research that proved that targeting 'influentials' online to discuss your message or product would generate interest and discussion as a result.

He touched on popular online content that has resulted in people sharing in their millions, highlighting his belief that there is a recipe for generating word of mouth and viral growth in order to market any product.

John berger contagious