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How to make an offline, physical item go viral

Word of mouth isn’t just an online thing — it just takes a little extra smarts to turn a physical item into a sharable idea.

Here’s a great example: My friend Jeremy Epstein sent me a t-shirt as a thank you gift from his company Sprinklr.

The shirt was produced by CustomInk. CustomInk did three things to get me talking about them (and writing this post):

  • An extra tag to tell me where the shirt was made
  • A sticker to share
  • A quick pitch on the tag and the shirt label: “wear with pride”

All this was was simple and inexpensive — it just required the extra moment to think about offline sharing. And now I’m sharing.

Customink 3

Customink 1

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  1. Jeremy Epstein January 10, 2013 at 11:30 pm #

    Appreciate the shout-out, but appreciate the marketing reminder/lesson all the more. Thank you for that.

  2. John January 26, 2013 at 6:26 pm #

    Intelligent idea. Thanks for sharing it. I think one of the most difficult thing in virality is to estimate how fast it can spread. This may be another difference between online and offline viral marketing.

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