It’s engineered.
I saw a genius idea in Bilbao, Spain that proved it.

While walking through the city, I was handed what looked like a newspaper cover—except my face was printed on it.

Free.
Instant.
Clearly meant for social media.

It wasn’t selling anything.
It didn’t need to.

It was designed to be shared—and that’s exactly what people were doing.

Tourists lined up to get theirs.
Stories flooded Instagram.
The city marketed itself—through its visitors.

Here’s the thing:
I didn’t even post mine.
But it still worked.

Because virality doesn’t require everyone to post—just enough to create social proof, curiosity, and a ripple.

Marketing takeaway:

If you want your product or service to spread, stop begging for attention.
Start designing experiences that are worth sharing.

Make people the hero.
Give them a reason to post.
Tap into what they’re already doing.

That’s how you turn everyday moments into a marketing engine.

What’s the smartest low-cost marketing idea you’ve seen lately?