When we are considering initiating a potential viral campaign, there are a couple of things we absolutely must keep control of to give it an honest chance to succeed.
First of all, if you're hiring someone to do the creative work on it, be sure to insist upon top-quality work. I know that sounds obvious, but you'd be surprised at the junk that has been created out there.
Now when I say "quality," I'm not talking about clarity of the graphics etc., I'm talking about the creating of something that resonates with your demographic.
That leads me to this: we must understand the audience or customer we serve and the boundaries they embrace. What works for one group of people can easily bomb with another. A campaign must be based upon the comfort zones of the customer you serve.
This demands clear communication with the person or company creating the campaign concerning who they're creating it for. Once you're confident that is understood, at that time encourage them to maybe go a little further out to make what is being offered interesting to, and capture the attention of, your target audience.
The majority of people don't mind you stretching things a bit, as long as it's not stretched too far.
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