If you're envious of ads that go viral online, with shares and brand recognition expanding exponentially, here are some hints to the secret sauce. MarketingProfs recently shared an Unruly study of online sharing of Super Bowl video ads via social media, blogs, etc. What do the top viral performers have in common? Don't count on the pull of a celebrity spokesman, the study shows. Only three of the top 12 most-shared ads online from this year's Super Bowl featured celebrities, and only 13% of the 100 most-shared ads of all time. Instead, try to trigger emotional response (reactions of sadness, anger, happiness, and so on). The most-shared Super Bowl video online this year was Budweiser's feel-good "Puppy Love," for example. Reaching for a humorous response may be risky, however. Most of the Super Bowl ads that tried to generate laughs fell flat as measured by online sharing. The Unruly analysis also cites inclusion of social motivators (appeals to social good, shared passions and opinions, for example) as a way to give an ad viral momentum -- with highest shares earned by ads that included multiple motivators to tap different viewer segments. Of course, sharing isn't much good without brand recall. Unfortunately, the study also found that brand promotion often fell short so that heavily shared ads did not always have equally high brand recall. For details of the analysis, see the MarketingProfs report at http://www.marketingprofs.com/charts/2014/25217/what-makes-an-ad-go-viral-online
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