Viral Marketing Campaigns Registry

Complete registry of viral strategies, when they apply, and how.

Campaign Inventory

Currently Defined: 12 Campaigns

Campaign Details

1. First X Bonus Campaign

Mechanic: Early members get bonus Joules Triggers:

• First 100: 2x Joule bonus
• First 500: 1.5x bonus
• First 1000: 1.25x bonus

Cue Cards:

• “Be one of the first 100 — get DOUBLE Joules”
• “Only [X] spots left at 2x bonus”
• “100 pioneers locked in — now at 1.5x”

Application: Continuous until 1000 members

2. Medallion Split Chain Campaign

Mechanic: Each $100 medallion can split into 10×$10 Triggers:

• First split
• 10th split
• 100th split
• Chain reaches 3 generations

Cue Cards:

• “First medallion split! 1 becomes 10.”
• “[Name]’s medallion just spawned 10 new members”
• “Three generations deep — the chain grows”

Application: Ongoing, amplifies with each generation

3. Letter Elevation Campaign

Mechanic: Voting elevates letters to wider distribution Triggers:

• 100 votes (Shelf promotion)
• 500 votes (Social media tier)
• 1000 votes (Press tier)

Cue Cards:

• “500 members voted to share this. Now YOU can too.”
• “Community pick: [LETTER NAME] — help spread the word”

Application: Per letter, as votes accumulate

4. Marks for Marks Launch Campaign

Mechanic: Reciprocal services marketplace Triggers:

• Feature activation
• First exchange
• 100 exchanges
• 1000 exchanges

Cue Cards:

• “Babysitting for plumbing. Guitar lessons for lawn care. MARKS make it happen.”
• “First MARKS exchange! [SERVICE] traded between neighbors.”
• “1,000 services exchanged. No middleman. Just trust.”

Application: Feature launch + ongoing milestones

5. The 300 Identification Campaign

Mechanic: Crown positions being filled Triggers:

• First 10 Pledged identified
• 100 positions filled
• 200 positions filled
• THE 300 COMPLETE

Cue Cards:

• “10 PLEDGED IDENTIFIED. The council takes shape.”
• “Halfway there: 150 of The 300 committed.”
• “THE 300 ARE COMPLETE. Leadership assembled.”

Application: During identification phase

6. Harper Certification Campaign

Mechanic: Auditors qualifying through algorithm Triggers:

• First Harper certified
• 10 Harpers
• Guild formation (25+)
• Full coverage achieved

Cue Cards:

• “First Harper Auditor certified! Trust is now algorithmic.”
• “Harper Guild now active with [X] certified auditors”
• “Every region now has Harper coverage”

Application: Ongoing with certifications

7. Node Launch Campaign

Mechanic: Geographic expansion Triggers:

• First node proposal
• First node approved (Harper passed)
• First node profitable (1000 local members)
• 10 nodes live

Cue Cards:

• “[CITY] just proposed a node! Local ownership coming.”
• “[CITY] is LIVE! First node passes Harper Review.”
• “10 nodes. 10 communities. One network.”

Application: Per node, ongoing

8. Free When Enough Campaign

Mechanic: Features become free at membership thresholds Triggers:

• 25% to threshold
• 50% to threshold
• 90% to threshold
• Threshold reached (FREE!)

Cue Cards:

• “[FEATURE] is 50% to FREE! [X] more members unlocks it for everyone.”
• “[FEATURE] IS NOW FREE! Thanks to [X] members.”

Application: Per feature, visible on Fly on the Wall

9. Initiative Funding Campaign

Mechanic: Sweet 16 initiatives reaching goals Triggers:

• Initiative proposed
• 25% funded
• 50% funded
• Fully funded

Cue Cards:

• “Let’s Make Dinner is 50% funded! Help feed your neighbors.”
• “INITIATIVE FUNDED: [NAME] is now active!”

Application: Per initiative

10. First Production Campaign

Mechanic: Manufacturing milestones Triggers:

• First design submitted
• First 5-Sigma certification
• First product shipped

Cue Cards:

• “First product achieves 5-Sigma (99.99997%) quality certification!”
• “Made BY members, FOR members. First product ships.”

Application: Manufacturing launch

11. Press Pass Campaign

Mechanic: Media credentials via Durin’s Door Triggers:

• Press pass system live
• First journalist credentialed
• Coverage milestones

Cue Cards:

• “Journalists: Want to cover the experiment? Get a Press Pass.”
• “[OUTLET] is now credentialed to report on Liana Banyan”

Application: Media launch

12. Opening Gambit Transparency Campaign

Mechanic: Publishing strategy publicly Triggers:

• Strategy published
• Each chess move executed
• Responses received

Cue Cards:

• “We published our entire launch strategy. Watch it unfold.”
• “Move 3 executed: The 300 letters sent.”
• “Opening complete. Middlegame begins.”

Application: Launch sequence

Collision Prevention Matrix

When multiple campaigns trigger simultaneously:

Rule: Max 4 posts/day, 2 hours between posts.

Application Timeline

Phase 1: Pre-Launch (Now)

• Define all cue cards
• Test automation
• Load trigger conditions

Phase 2: Alpha (First 100)

• First X Bonus active
• Medallion Split tracking
• Marks for Marks launch

Phase 3: Growth (100-1000)

• All campaigns active
• Multiple triggers per day possible
• Collision detection critical

Phase 4: Scale (1000+)

• Focus on Node campaigns
• Initiative campaigns
• Press coverage

Documentation Locations

“Virality isn’t luck. It’s architecture.”