Can viral videos work in Loyalty?

At some point, you’ve probably seen a viral video, those short video clips that get passed from one person to another via e-mail or a media sharing Web site. They’re sometimes edgy, often humorous. And when they’re done right they can get people talking and generate a buzz.

The question I’ve been pondering: is it possible to create a viral video that works for your best customer base? One that’s personalized—and so good at capturing the essence of your company that customers want to share it with friends and associates, thereby cultivating new customers.

It could be a happy birthday video from the friendly wait staff at your local favorite restaurant. Or a thank you message from the pilot of your preferred airline. Or even a humorous “we miss you” video from a hotel you frequent, but haven’t been too lately.

It could be one more way to surprise and delight your best customer base—the people most likely to spread positive word-of-mouth about your company to others.