This is the way to organically grow a digital film into a hit viral and not killing the idea!

1. Interaction/personalization is key. Any technology used must be easy to use - duh! http://en.tackfilm.se/

2. Simple straightforward storyline which should run for no longer than 2 minutes. Some creatives get excited at writing such a long script and produce overcomplicated trite/shit. www.mymagnum.com

3. Don’t just add a logo or tagline to a really cool film idea if it makes little sense! VW and fun? www.youtube.com/watch?v=2lXh2n0aPyw

4. Tonality of film should fit tonality of brand. Hello?

5. Leave the temptation usually from the client side to put their logo and product throughout the majority of the viral - including brand colours! Nobody wants to see a cheesy ad. www.mymagnum.com

6. Any personalisation or interaction must be shown in the right light - as a hero - friend - star- Not rocket science here, think Ben Hur.

7. Production values must look good! Give me a personalized 3D Avatar viral with a bag of chips please.

8. Let me repeat thisbecause so many clients think a viral is an application they can download for the same price as an iAPP! Production values mean filming, editing and special effects. these must be of the highest quality if you want your viral to spread. Otherwise don’t bother!

9. Any money goes into the production! Not the media to support it. Bite the bullet if you have the balls.

10. Make a viral that has a point of interest - this must fit with the brand focus - otherwise send your money to a good charity.

11. Support the viral - what do you want to achieve. If you just say brand awareness you are missing the boat.

12. Build a community supporting the focus with sites - think it through properly so it fits with the brand and you have the time to develop it.

Finally. Less is more - deal with key decision makers, the best work comes from small stealth teams not layers of management. Wake up Unilever!