A meme is any idea or behaviour that can pass from one person to another by learning or imitation. Examples include thoughts, ideas, theories, gestures, practices, fashions, habits, songs, and dances. Memes propagate themselves and can spread like a virus.

We in advertising are makers of memes, are we not? We want our tag lines to be repeated by as many people as possible, thereby increasing 'brand awareness'.

Viral marketing is an invaluable tool with which to spread the word, and since the advent of Web 2.0, we have countless pre-existing social networks in which to do our magic. Of course, shorn of its technological casing, all it amounts to is good, old word of mouth.

But, in these information-saturated times, how do you cut through the clutter? The answer - come up with an idea that's genuinely intriguing enough to get consumers to interact.