Restaurant brands are turning to video in the hopes of replicating or exceeding the viral success of efforts from chains including Arby's and Quiznos. Striking the note that will take the campaign viral starts with three rules: Use real customers, show how ordering happens along with happy employees, and show fresh ingredients, says Technomic's Darren Tristano. "It's every marketer's dream to be able to go viral with something that is cool and hip and edgy that doesn't negatively taint the brand," he says.

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