This weekend I am performing the Best Man’s duties at a friend’s wedding. Nerve wracking stuff, and I decided to turn to the Interweb for information on wedding etiquette, speech ideas and more. While searching I came across this gem, and it shot ice cold fear through my veins.

Hair raising stuff isn’t it, and it struck a cord with viewers, many of whom can empathize with the fear of clumsily ruining a big moment. Once the video hit the web there was no stopping it, and soon 70 million people had watched the moment on USA’s top network television shows.

But further investigation revealed a twist.

Take sticky, engaging and humorous content and the world wide web will do your awareness job for you? Think a conventional trailer, made with 8x the budget would have come close to the success? Not a chance.