Producing a viral video for your brand is like a leap of faith. Don't ask for proof that it works. You just gotta believe!!!!
Ok stop right there. Notice the irony in the my sentence? Branded viral videos aren't 'produced' silly. Real virals are user generated. Serious education needs to be given to those who treat viral videos the same way as a 30 sec tvc. If you wana create buzz, don't waste money on production TFs and account manhours. Throw your brand straight to the consumer and be at his mercy.
Oh and don't even dream of coming up with metrics to measure viral videos. Its like tsismis which everyone talks about but no one knows the magnitude of. Haven't you read Madonna's Mr. Peabody's Apples? tsk tsk