Recent campaigns by Microsoft Xbox for Project Natal or Old Spice ("Look at me. Now look at your man. Now back to me.") demonstrate perfectly why stories matter, and technology doesn't. At the core of those campaigns is an amazing story, beautifully executed. These campaigns cut through the clutter, not because a viewer can like it, but because they want to. Give the people something that moves them and from there, viral takes care of itself.
Want to go viral? Stories matter technology doesn't.
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