There are many viral examples to draw inspiration from. We can look to the Real Beauty Sketch campaign by Dove, the ALS Ice Bucket Challenge, SBMVs and TBSVs. But what about word-of-mouth virality? What makes one product or video go viral? Does it get people talking about it offline and online? It can be an organic process or it can be a planned campaign with incentives or requests. Whatever the case, viral examples inspire and motivate us to spread the word.
Dove’s Real Beauty Sketch campaign
Dove’s viral “Real Beauty Sketches” campaign has been gaining quite a bit of attention. The sketches depict real women painted in a less than flattering way. These sketches, which were shared on social media, were meant to convey a message to women that they are more beautiful than they think they are. It is an interesting campaign to see if it can catch on with consumers.
The video was created by FBI-trained sketch artists, who recreated portraits of women using their own descriptions of their own looks and those of strangers. The result of the campaign was a viral hit – it received nearly 27 million views in 10 days. A lot of other brands have gotten in on the fun, and Dove has been selling its message ever since. But, can it catch on as a viral campaign?
ALS Ice Bucket Challenge
ALS is a disease that affects about 30,000 Americans. Most people don’t know anyone with the disease, which makes it even more impressive. The ALS Association’s campaign was based on this simple premise: donate money to ALS research, and people are encouraged to nominate three friends to take the challenge. This campaign has become increasingly popular, largely due to the social media platforms used to spread the challenge.
The ALS Association has received more than $100 million in donations from more than 3 million people. This is a three-fold increase over the same time period last year. It all started when a 29-year-old Boston resident named Peter Frates posted a video of himself doing the ALS Ice Bucket Challenge. The campaign continued to spread throughout July and August 2014.
TBSV virus replication is a complex process that involves cis-acting RNA elements on the plus and minus senses of the mRNA. These elements are paired to the 5′-untranslated region (UTR), which plays a crucial role in viral RNA replication. Some of these elements can be detected only during the first few hours after infection. These viral examples illustrate the different aspects of TBSV viral assembly.
Primary infected plants were harvested at about seven to nine days post infection. PCR analysis of RNA extracted from the leaves of the plant was performed to determine the genetic stability of the chimeric cp gene. Sequencing of the PCR bands revealed bands containing the correct heterologous sequences. Afterwards, purified TBSV-wt or -chimera proteins were subjected to denaturation to identify contaminating enzymes and to prevent protein aggregates.
The genus Sobemovirus is composed of plant RNA viruses. The name is derived from the Southern bean mosaic virus (SBMV). Walters first proposed the grouping of SBMV and SCPMV as plant viruses in 1969, and Hull followed suit in 1977 with recommendations for the designation of the two as separate species. Hull based his classification on the molecular weight of the subunits of the capsid protein, the sedimentation coefficient, and the distribution of particles within the cell. The grouping of viruses was accepted by the International Committee on Taxonomy of Viruses (ICTV) in 1995, and now contains eleven definitive species.
In plant disease, a mutant with a truncated P3 is ineffectively infectious in cowpeas. This mutation is required for plant infection by SCPMV. Further, protoplast experiments showed that mutations of ORF3 did not affect the RNA synthesis or assembly of the virus. These observations were consistent with previous research showing that SBMV virus virions do not require complete disassembly to initiate replication.
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