1. How well does this marketing encourage sharing of the piece of marketing? put yourself in the position of its intended audience, are they likely to share it? You’ll look at sharing again in participation.
2. Does this marketing encourage customer participation? Particularly participation that is rewarding and entertaining?
a. Is the participation on-brand (ie does it build consumers understanding of the brand)?
b. Is it data-rich (ie does it discover information about consumers)?
c. Is it sharable (ie does it encourage consumers to involve others in this participation)?