VIRAL: Do-It-Yourself Viral

We have been pushing hard on the idea of integrating Do-It-Yourself Viral (DIVi) pieces into campaigns for a while. The basic principle behind DIVi is the same as most viral pieces -- create a branded entertainment experience that people want to pass on to friends. The difference with DIVi pieces is the entertainment is not passive. DIVi pieces are interactive experiences where the user creates or constructs a unique and personal final product with the sole intent of sharing it with others. Whether you call it DIVi, interactive postcards, or the Old Navy Flip Flop Mixer, entertaining user-constructed tell-a-friends can immerse the user in your brand and message for a fair amount of time and the result of their stay is always viral.