Want to discover the secret behind a $100 cheesesteak that revolutionized a luxury steakhouse? Curious about how a secret bar in New York City thrives without any advertising? Ever wondered how a viral video about a blender could significantly boost its sales? Dive into the world of social currency, triggers, emotion, public visibility, practical value, and storytelling to understand the principles that make products, ideas, or behaviors catch on!

Contagious: Why Things Catch On

Howard Wein, with an impressive background in hospitality, decided to shake things up when he moved to Philadelphia in 2004. He launched Barclay Prime, a luxury boutique steakhouse, but knew he needed more than just great food to stand out. With a staggering 60% of new restaurants failing within three years, Wein sought to make a memorable impact. His solution? A $100 cheesesteak.

Unlike the typical Philly cheesesteak, this culinary marvel featured a brioche roll with Kobe beef, lobster tail, truffles, and more, served with a split of Veuve Clicquot champagne. The extravagant sandwich became a sensation, generating buzz that extended far beyond Philadelphia. Media outlets like USA Today and The Wall Street Journal covered it, and even celebrities like David Beckham and David Letterman took notice.

The success of the $100 cheesesteak illustrates the principles behind why some products, ideas, and behaviors catch on while others don’t. Word of mouth and social transmission play crucial roles, proving more effective than traditional advertising. This is because word of mouth is more persuasive and targeted.

One notable example of harnessing word of mouth is the Blendtec blender. Founder Tom Dickson, with a modest budget, began blending unusual items like marbles and iPhones. The videos went viral, demonstrating the blender’s power in a fun and surprising way. The "Will It Blend?" series garnered millions of views and significantly boosted sales.

These stories highlight the six principles of contagious content: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories (STEPPS). Barclay Prime’s cheesesteak provided social currency, was frequently triggered by the local culture, evoked strong emotions, was highly visible, offered practical value, and wrapped itself in a compelling story. Similarly, Blendtec’s videos leveraged these principles to turn an ordinary product into a viral sensation.

Understanding these principles is crucial for anyone looking to make their products, ideas, or behaviors catch on. From non-profits to politicians, applying these principles can help achieve widespread popularity and success.

Can a $100 Cheesesteak and a Blender Revolutionize Word-of-Mouth Marketing?

In the heart of New York City's East Village, there's a small, unassuming hot dog joint called Crif Dogs. Founded by Brian Shebairo and Chris Antista in 2001, it quickly became famous for its quirky hot dog varieties. However, what truly sets it apart is a secret bar hidden behind a vintage phone booth, aptly named Please Don’t Tell (PDT).

The origin story of PDT is as intriguing as the bar itself. Brian and Chris, after tasting hot dogs up and down the East Coast, opened Crif Dogs, garnering accolades and a loyal following. But Brian wanted more—he wanted a bar. With a liquor license already in hand and an adjacent bubble tea lounge up for grabs, it seemed like fate. Brian’s inspiration came from his childhood memories of secret doors built by his carpenter uncle, leading to the idea of a hidden bar accessible only through a phone booth.

PDT, since its inception in 2007, has thrived without any advertising. Reservations open at 3:00 p.m., and within minutes, all spots are taken. The allure lies in its secrecy and the social currency it generates. Jim Meehan, the mastermind behind PDT’s cocktails, believes that personal recommendations are the most potent form of marketing. And what's more intriguing than a secret bar?

The concept of social currency extends beyond bars and hot dogs. Studies show that people love sharing personal experiences and novel information because it makes them look good. For instance, Snapple’s clever trivia under their bottle caps ("Real Fact #27: A ball of glass will bounce higher than a ball of rubber") gives consumers something remarkable to share, enhancing their social currency.

Similarly, game mechanics can boost social currency. Frequent flier programs, for instance, don't just reward miles; they offer status levels that travelers love to flaunt. This social comparison drives word of mouth as people brag about their elite status.

Scarcity and exclusivity also play crucial roles. Rue La La, a flash sale website selling high-end goods, succeeded by making its deals invite-only and time-limited. This approach made members feel like insiders, driving them to spread the word enthusiastically.

Even McDonald’s leveraged scarcity with its McRib sandwich, offering it only occasionally and in limited locations. This created a buzz and a sense of urgency among consumers.

In essence, creating social currency involves making people feel special and giving them something remarkable to share. Whether it's a secret bar, a quirky Snapple fact, or an exclusive shopping experience, the key is to make people look good when they talk about it. As the secretive allure of PDT shows, sometimes the best marketing is simply a whisper shared among friends.

Unlocking SOCIAL CURRENCY: The Secret Marketing Strategy from New York's Hidden Bar to McDonald's McRib

Imagine the joy of visiting Walt Disney World—the exhilarating rides, Cinderella’s castle, and beloved characters like Mickey Mouse. This magical experience is unforgettable, but how often do you actually discuss it compared to, say, Honey Nut Cheerios? 

Surprisingly, people talk about Cheerios more than Disney World, thanks to triggers. Triggers are environmental cues that prompt us to think about something frequently, like seeing a cereal box every morning. This concept was brilliantly utilized by BzzAgent, a firm founded by Dave Balter, which leverages everyday conversations to market products.

Take the Mars Pathfinder mission, for instance. The media frenzy about Mars coincidentally boosted Mars bar sales, showing how external stimuli can subconsciously influence behavior. Similarly, Rebecca Black’s song "Friday" spiked in views every Friday due to its title, despite its poor quality.

Kit Kat’s revival is another example. By associating Kit Kat with coffee—a frequent everyday item—sales surged. This strategy, known as growing the habitat, connects products to common triggers, keeping them top of mind and thus frequently discussed.

Social Currency makes things interesting and worth sharing, but triggers keep them in our conversations. Whether it’s a catchy ad like Budweiser’s “Wassup” or a public health message about sugary drinks, considering the context and timing of triggers can significantly amplify word-of-mouth impact.

In essence, to make ideas and products stick, we need to harness the power of triggers. They’re the unsung heroes that keep our conversations lively and our favorite items always at the tip of our tongues.

Can TRIGGERS Make Us Talk More About Cheerios Than Disney World?

Denise Grady, a seasoned science writer for The New York Times, struck gold on October 27, 2008, with her piece on schlieren photography—a technique that visualizes invisible disturbances, such as a human cough. Despite initial impressions of the topic being dull and lacking social currency, the article titled "The Mysterious Cough, Caught on Film" went viral, captivating thousands.

Grady's fascination with science began in high school with Millikan’s oil drop experiment, which hooked her on the thrill of scientific discovery. This passion translated into her writing, aiming to share that excitement with readers. Her viral article explored how an engineering professor used schlieren photography to study the spread of airborne diseases like tuberculosis and influenza. The key to its virality? Emotion.

A multi-year study by researchers analyzed thousands of New York Times articles to uncover why some content is shared more than others. Some articles evoking awe—like Grady’s—were 30% more likely to be shared. Awe inspires and expands our frame of reference, much like the breathtaking experience of seeing the Grand Canyon for the first time. It’s the wonder of confronting something greater than oneself.

This insight into awe was further supported by viral phenomena like Susan Boyle’s stunning performance on Britain’s Got Talent, which inspired millions and became one of the most shared videos ever. Research showed that high-arousal emotions, such as awe, anger, and anxiety, drive people to share content, while low-arousal emotions like sadness do not.

The power of emotion in sharing was also evident in Google’s “Parisian Love” campaign. Anthony Cafaro and his team created a video that told a love story through Google searches, tugging at heartstrings and making the mundane—search engines—emotionally resonant. This campaign, created by a small team of students, turned a simple ad into a viral sensation.

How does situational arousal influence sharing? In an experiment, participants who jogged in place before reading an article were more likely to share it than those who sat still. This finding underscores the broader impact of arousal, whether emotional or physical, on our propensity to share.

Understanding these dynamics, companies can craft messages that evoke high-arousal emotions to drive sharing. Even negative emotions, when used correctly, can boost word-of-mouth, as seen in BMW’s anxiety-inducing internet films, which significantly increased sales.

In the end, emotions are the engines of action. They compel us to share, talk, and engage with content. By focusing on feelings rather than just facts, writers like Denise Grady and creatives like Anthony Cafaro can make even the most esoteric topics captivating and widely shared.

Unlocking Virality: The Power of Awe and EMOTION in Content Sharing

Ken Segall, the creative genius behind Apple's iconic "Think Different" campaign, worked closely with Steve Jobs for over a decade. Their collaboration led to the naming of the iMac and countless memorable ads. 

One fascinating story from their time together revolves around the PowerBook G4's logo orientation. Jobs, ever the perfectionist, worried about the logo appearing upside down to onlookers when the laptop was open. This dilemma highlighted a key marketing principle: observability. Jobs ultimately flipped the logo, understanding that a visible, correctly-oriented logo would serve as a powerful brand ambassador.

This principle of public visibility is crucial in marketing. Take, for example, the phenomenon of social proof. Imagine you're in an unfamiliar city, hungry and faced with multiple dining options. Most of us choose the crowded restaurant, assuming the crowd signifies quality. This behavior extends beyond trivial choices; we often imitate others in various aspects of life, from fashion to significant life decisions like voting or health practices.

In a more impactful example, the Movember Foundation transformed men's health awareness by encouraging men to grow moustaches in November. This playful yet visible action turned participants into walking billboards, sparking conversations and raising millions for cancer research. Similarly, the Livestrong wristbands championed by Lance Armstrong's foundation became a global symbol of cancer awareness, thanks to their striking yellow color and the behavioral residue they created.

Hotmail leveraged this concept brilliantly. By adding a simple tagline to every email sent, "Get Your Private, Free Email from Hotmail," they turned users into inadvertent marketers, rapidly growing their user base without a traditional advertising budget.

However, making behaviors public isn't always beneficial. Anti-drug campaigns in the 80s and 90s inadvertently increased drug use among teens by highlighting how common the behavior was, thus normalizing it. This underscores the importance of carefully considering the message's impact on public perception.

In essence, to ensure ideas, products, or behaviors catch on, they must be made observable. Whether it's flipping a logo, donning a Movember moustache, or distributing a distinctive wristband, visibility drives imitation and growth. As the saying goes, "If something is built to show, it's built to grow."

Can PUBLIC Visibility Drive Imitation and Growth in Marketing Strategies?

You might not expect an 86-year-old farmer named Ken Craig to create a viral video, but his corn-shucking trick became an internet sensation. Born on an Oklahoma farm, Ken's family grew cotton and corn, and he’s been enjoying corn on the cob since the 1920s. One day, Ken's daughter-in-law filmed him demonstrating a clever way to shuck corn using a microwave. He simply microwaved the corn for four minutes, cut off the bottom, and shook it out clean, with no silk left. She posted the video on YouTube, and it quickly amassed over 5 million views, particularly among people over 55.

Ken’s viral success highlights an important principle: people love to share practical value. Whether it's a useful kitchen hack or a money-saving deal, practical information is highly shareable. This was exemplified during a hike in North Carolina, where a group of hikers discussed the merits of different vacuum cleaners instead of the scenic beauty around them. They were passing along practical advice because it’s inherently valuable.

Research by behavioral economists Daniel Kahneman and Amos Tversky, founders of "prospect theory," shows that people evaluate deals relative to reference points. For example, a $100 discount on a $350 barbecue grill seems better than a $15 discount on a $255 grill, even if the final price is higher in the former case. This is because setting a higher reference point makes the deal appear more attractive.

Retailers often use these psychological principles to make deals seem better. For instance, labeling something "on sale" increases its perceived value, even if the price remains unchanged. The Rule of 100 further explains that for items under $100, percentage discounts seem larger, while for items over $100, absolute dollar discounts are more appealing.

Sharing practical value is akin to modern-day altruism. It strengthens social bonds and helps others, much like how communities once came together for barn raisings. It's not just about saving money; it’s about improving lives, whether through health tips, educational insights, or investment advice.

So, the next time you come across a useful tip or a great deal, remember that sharing it can make a big difference. Practical value cuts through the noise, making your content contagious by genuinely helping others.

From Corn Shucking to Behavioral Economics: The Power of Sharing PRACTICAL Value

The ancient tale of the Trojan Horse, where Greek warriors cunningly infiltrated and conquered Troy, has endured for millennia not just because it’s thrilling, but because it teaches a critical lesson: "Beware of Greeks bearing gifts." This blend of drama, romance, and action embeds a powerful moral that sticks with us because people naturally think in narratives.

Stories are more than just entertainment; they are vessels for information. In ancient Greece, tales like "The Odyssey" were shared around campfires, captivating audiences and embedding cultural wisdom. Even today, despite a plethora of entertainment options, our tendency to share and listen to stories persists, whether it's around a modern-day water cooler or through online reviews.

Consider the tale of Lands' End's exceptional customer service. One customer bought a warm winter coat from them, only to break the zipper mid-season. Expecting a bureaucratic nightmare, he was astonished when Lands' End promptly replaced the coat for free. This story not only highlights the company's great service but also informs potential customers about their reliability.

Similarly, Dove's "Evolution" video, which exposes the unrealistic beauty standards set by the media, became a viral sensation. It wasn’t just a critique of beauty norms; it was a clever Trojan Horse for Dove’s message about natural beauty, sparking widespread discussion and significantly boosting the brand's visibility and sales.

On the flip side, consider the marketing failure of GoldenPalace.com's "fool in the pool" stunt at the 2004 Olympics. While it grabbed attention, it failed to tie back to the casino, leaving the brand disconnected from the memorable story.

Effective storytelling can make products and ideas contagious. The Egyptian dairy company Panda nailed this with their hilarious commercials featuring a panda mascot reacting dramatically whenever someone refused Panda cheese. The humor and surprise were inseparable from the brand, ensuring it was always part of the conversation.

In marketing, valuable virality means creating content where the product’s benefits are woven into the narrative. Blendtec’s "Will It Blend?" series is a perfect example. The videos, showing a blender pulverizing everything from iPhones to marbles, were not just remarkable; they underscored the blender’s power, making the product integral to the story.

In essence, like the Trojan Horse, stories can carry powerful messages and make them memorable. By embedding your message within an engaging narrative, you can ensure it’s passed along and remembered, just as the Greeks ensured their victory with a wooden horse full of warriors.

Can the Power of STORYTELLING Make Your Content as Contagious as the Trojan Horse?

In 2004, Howard Wein, a hospitality expert, launched Barclay Prime in Philadelphia. To set his luxury steakhouse apart, he introduced a $100 cheesesteak featuring Kobe beef, lobster tail, truffles, and a split of Veuve Clicquot champagne. This extravagant sandwich didn't just impress diners; it became a sensation. Media coverage and celebrity buzz turned this culinary marvel into a symbol of social currency, proving that word of mouth and social transmission can trump traditional advertising.

Similarly, Blendtec’s "Will It Blend?" series, where founder Tom Dickson blended items like iPhones and marbles, went viral. These surprising and entertaining videos showcased the blender’s power, driving millions of views and significantly boosting sales. Both cases illustrate the principles of Social Currency, Triggers, Emotion, Public, Practical Value, and Stories (STEPPS).

Social currency is also evident in PDT, a secret bar hidden behind a phone booth at Crif Dogs in New York City. Founded by Brian Shebairo and Chris Antista in 2001, PDT thrives on its exclusivity, generating buzz without any advertising. People love sharing novel and secret experiences, enhancing their social standing in the process.

Triggers, environmental cues that prompt thoughts and actions, play a crucial role in keeping ideas top of mind. For instance, the Mars Pathfinder mission inadvertently boosted Mars bar sales, while Rebecca Black's song "Friday" saw a spike in views every Friday. Kit Kat’s marketing campaign linked the chocolate to coffee, a daily trigger, revitalizing its sales.

Emotion drives people to share content. Denise Grady’s New York Times article on schlieren photography, which visualizes invisible disturbances like a cough, went viral by evoking awe. Awe-inspiring content, like Susan Boyle’s performance on Britain’s Got Talent or Google’s “Parisian Love” video, resonates deeply, compelling people to share.

Public visibility, or making behaviors observable, is key. Steve Jobs understood this when he flipped the logo on Apple’s PowerBook G4 to be right-side-up for onlookers. This principle also powered the success of the Movember Foundation and Livestrong wristbands, turning participants into walking billboards for their causes.

Practical value makes information shareable. An 86-year-old farmer named Ken Craig demonstrated a microwave trick for shucking corn that went viral, showing that useful tips resonate widely. Behavioral economics, such as the Rule of 100, also highlights how perceived value influences sharing.

Finally, stories are powerful vehicles for information. The Trojan Horse, a tale of cunning and victory, has endured because it embeds a memorable lesson. Modern examples include Dove’s “Evolution” video and Panda cheese commercials, which use humor and surprise to make their messages stick.

By leveraging these principles, anyone can make their products, ideas, or behaviors catch on. From non-profits to marketers, understanding Social Currency, Triggers, Emotion, Public visibility, Practical Value, and Stories can turn even the simplest concept into a viral phenomenon.

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Contagious: Why Things Catch On

Jonah Berger

Want to discover the secret behind a $100 cheesesteak that revolutionized a luxury steakhouse?

Curious about how a secret bar in New York City thrives without any advertising?

Ever wondered how a viral video about a blender could significantly boost its sales?

Dive into the world of social currency, triggers, emotion, public visibility, practical value, and storytelling to understand the principles that make products, ideas, or behaviors catch on!

Key Ideas

#1