The most important thing a viral video campaign can do in connecting to viewers is to be honest about who is sponsoring the ad and to maintain the authenticity of unscripted moments, write Stephen Voltz and Fritz Grobe, the masterminds behind the "Coke and Mentos" viral video. Wal-Mart's 2012 attempt to sponsor an RV trip to Wal-Marts across the U.S. without revealing the brand's participation backfired by making the company look sneaky and violated ethical guidelines, they write. "Guard your authenticity every step of the way. It’s important currency in the world of viral video," they add.

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