Viral? popular you mean, yes?
I think the term "viral marketing" is a wholesomely misleading term.
All it conjures for me is:
- hey! This is popular!
- hey! Why didn't we think of this at all the meetings we had?
Viral marketing probably means that project managers did not foresee a happening event and seek to transit the blame of that oversight event to popularity rather than robust product management criteria, yes?