No matter how many online social media exist: people still mainly talk to each other about products, companies and experiences in ‘real-life’ in person contacts.
This does not mean that opinions on social networks, online peer reviews, blogs and all the other only digital media where people can get informed by influencers have no impact.
But still: word of mouth is and remains primarily an offline matter.
The easiest way to build massive anticipation and awareness in viral marketing is to market directly to your core fan base, straight away.
Don’t delay with a mass release: start as small as you possibly can, build the maximum possible level of awareness within that group, and then let your true fans extend your message as far as they can.
This means that your message, while following rule number one and being easily understandable, also appeals to your true fans enough to make them get out of their seats and market for you.