The term “viral video” refers to a short clip posted on the Internet that spreads rapidly as the link is sent from one person to another. The video may be funny, inspiring, or thought provoking, and it can quickly spread around the world and be seen by millions of people. It’s an advertiser’s dream, but few marketing experts are able to exploit it. Lacy Kemp wrote: “How do you make something spread like wildfire? The answer is that you can’t. It’s not something to plan for or else everyone would be doing it. It has to be awesome enough on its own to get there.”