One of the key factors for successful word of mouth advertising is the ‘chat-worthiness’ of the message. Sometimes this can be completely unexpected as with this unfortunate advert placement on the back of a bus. Hampshire police had no idea how popular their bus ad would be, all due to the unfortunate position of the exhaust pipe. Ultimately this ad would be posted on websites around the world and discussed on BBC Top Gear – one of the most popular shows in the world. Just shows how unpredictable a viral success can be.

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