They are discovered like gold, followed and supported by people who enjoy what they see.

Often clients want to be sold a viral but many of them do not have the understanding or commitment to produce something single minded with a gold nugget capability.

After being involved with the Hero team who up to date have 31 million hits on their viral worldwide - www.tackfilm.se/en

Basic rules must be followed to ensure the best elements of success within the craft of innovation for digital virals.

A simple straightforward storyline.

Personal interaction.

Very high production values.

This is not a commercial do not betray the film by trying to put your logo in ten times or just using your branding colours in a non smart way.

I have met a few clients who understand this but 95% do not and will not take the risk. When they see the film production estimate and understand the risk - finally - they back off and keep doing the same old same old.

It will not continue like this so I hope that more clients will get their pioneer heads on and come on down to Deadwood!