Viral how?

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I sometimes get pitches about viral ad campaigns, products, videos, whatever. How viral is it if a PR person is sending it to a reporter? If I hear about it from a friend (or, better, three friends and one stranger on the subway), then it’s viral. Something about your product/ad/whatever is notable enough to talk about. If I hear about it from someone paid to tell me about it? Not so much.

Before it's here, it's on the Bloomberg Terminal.