What arouses us to share our happiness? We can discern a clue from one of the most successful promotions of all time. When Share a Coke was developed by our Sydney office, we had no idea that it would prove utterly magnetic and that it would generate billions of shares. Wherever it has run—and that’s in most places around the world—it has helped reignite the relationship of young adults to one of the world’s most iconic brands. Ironically, his idea became memetic itself. And now in the digital age it defines anything that spreads. But Richard’s original meaning had much more to do with deeper “transmitted code”, like the heroic codes of, say, Beowulf, than it does with bits of internet flotsam and jetsam, like bulldogs on skateboards. And my colleagues at Social@Ogilvy, Ogilvy’s specialist social media practice, would argue against viral for very different reasons, believing that once there is the intrinsic surprise and charm in a piece of video – the preconditions – then social design kicks in, and through a whole series of interactions, optimizes the spread. In internet terms, magnetic often means the wild and the wacky. This is the world