After creating a number of content-driven brand campaigns – some of which have gone certifiably viral – we (at our agency) have amassed loads of experience drawn from trial and error, success and failure, and just plain having our hands in this stuff 24/7. One thing we learned early on about “viral” content is that is doesn’t often happen (um) virally. Yes, sometimes a brand and its agency catch lightning in a bottle, touching a nerve or a funny bone, and it’s off to the races. When this takes place it’s pretty epic. Thing is, this result is impossible to predict.