Why is this video sticky? For one, it follows Chip & Dan Heath’s “Made to Stick” rules of success. It is unexpected, it brings up lots of emotional moments with all of those riffs, and it makes you want to be the one to share it with your friends. Awesome!
Who made this video? ChicagoMusicExchange.com. What do they sell? They sell guitars, of course (and I’m guessing they are about to start selling a lot more of them). What did they do right? In the YouTube clip that went viral, Chicago Music Exchange has the good sense to include a link back to their site in the description AS WELL AS at the end of the video itself, just in case that awesome “100 Riffs” clip motivated you to finally learn to play the guitar. They also have a link to a contest, because who doesn’t love a contest and some free stuff? This contest allows them to get you on their mailing list, so even if you’re not in the market for a guitar right this minute, they can market to you some more and give you the chance to win some awesome gear.
Their website is clearly laid out and easy to navigate,and I actually have nothing I could even add to what they are doing (shocking, I know!). In short, Chicago Music Exchange gets an “A” on my viral video scale. They know what they want, produced original and entertaining content, got it out there, have clear links back to their website, and are definitely going to reap the benefits (now and going forward) of their viral success.