Rob Fields writes:
Fast Company highlights the work of an agency called Campfire, which has been responsible for some of the most highly touted viral campaigns of the past few years: Audi’s “The Art of the Heist” for its A3 sedan; ESPN NFL Football 2K4; and The Blair Witch Project.
.....one of the keys to great viral is the skill at which marketers can manage the curiosity gap, i.e., “the addictive pull people experience when their preconceived ideas are challenged.” The article further points out that creating that pull isn’t easy. “For the gap to work, though, the audience needs enough backstory and a sufficient flow of detail to keep it guessing.”
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