The Stanley Effect: The Psychology Behind Going Viral
We’ve all heard of the Stanley cup by now. Your dad probably has one in his kitchen and he’s been using it for 30 years. But the Stanley cup I’m talking about is the newest iteration of the drinkware brand’s famous product. This Stanley cup is minimalist, chic, and accomplishes the bare minimum when it comes to fulfilling buyer expectations. (Don’t come for me. All I’m saying is it leaks sometimes.)
If you’re anything like my dad, you’re perplexed about how a simple water bottle or tumbler can garner this much hype. I mean, it’s held up for the past three decades, sure, but it’s just a water bottle. Right?
…Right?
Sorry, guess again! Stanley achieved something all of us in the marketing world fantasize about: true virality. Customers waiting in line for hours just to get ahold of your newest color drop. Stores like Target instilling a ticketing system to limit overbuying and hiring parking lot managers to coordinate traffic when the cups hit the shelves. It’s every company’s end goal. Until you girlboss a little too close to the sun and, well… you know how that story goes.
This isn’t going to be a traditional blog, and likely won’t do much for my SEO. But, as a marketer with a background in cultural anthropology, the Stanley cup craze fascinated me. I read lots of articles about it and watched some videos promising to have the secret behind replicating that virality. Most of them just said the same thing: that social media was the secret to virality. And I don’t disagree. Brands need social media to go viral. But that’s kind of like saying candy tastes good because it has sugar in it. Like, duh.
So, I took my time. I gathered my evidence. I may have accidentally fallen victim to another hype trend in the process. But here it is. The secret recipe to going viral and staying that way in 3, 2, 1…
How to Go Viral: A Step-by-Step Guide
Okay, I physically cringed while writing that. We all know there isn’t a surefire recipe on how to go viral, otherwise everyone would be doing it and, well, that would make the point rather moot. But my quest for answers about the Stanley Cup Phenomenon led me to a set of conditions that, if executed correctly, will more than likely always result in virality.
Related: Grow your brand on social media with this guide featuring worksheets and team exercises.
Related: Grow your brand on social media with this guide featuring worksheets and team exercises.
Step One: Cover Your Basics
This should go without saying, but make sure your product is actually good. Sticking with the example of water bottles, your product shouldn’t leak, it should keep water cold for 24 hours, and it should be easy to clean. At the bare minimum. You must first be worthy of all the attention, after all.
Having a good product will also help you stand the test of time. A product that continues to be good for months or years after buying it safeguards you from an Icarus-esque ending.
Step Two: Pick Me, Choose Me, Love Me
iykyk.
So, why should people choose your product over, say, a Stanley? What sets your product apart? I have two examples to discuss. One example is of a product that’s set up for success. They’re following the recipe. The other example is of a brand following a slightly different path…
Owala
Owala bottles have the basics down to a science. They have a quality product. What’s more, their product allows for customization opportunities (mixing and matching bottles and caps). The bright colors of their bottles give their customers a fun way to express themselves.
Yes, I am now an Owala girly. I still drink water with Waterdrops, though!
Owala also is harnessing the power of social media to conduct polls and engage with their audience. We’ll talk about this more later, but the corporate Owala account is just as powerful as their customer- and fan-created groups.
Waterdrop
Waterdrop, on the other hand, focuses more on their main product: microdrinks. Their bottles are meant to be an accessory for the microdrinks, essentially. But I wanted to touch on a couple things here. First, Waterdrop’s bottles are also bright and they have many options, making collecting them a hobby for many fans. Secondly, Waterdrop has a corporate-made Facebook group they invite every customer to via email after they make a purchase.
The Facebook group is what really got me loyal to the brand. While it is moderated by the official Waterdrop account, fans are allowed to create their own posts and host their own discussions. This makes it a great place to ask questions and get noticed by the brand. They also do fun contests and give out club-exclusive discount codes, making the Facebook group a great place to be for Waterdrop fans.
The combination of a collectible product and an exclusive member club where you get special attention from the brand is what makes Waterdrop worth noticing.
Step Three: Let Them Talk
Companies tend to want to control how people talk about them. You know, the “everything has to go through three levels of review before it’s published on our Instagram Story” kind of control. This is to avoid any possible faux pas or other corporately-beige mishaps. But the spicy bit here is if you want to go viral, follow the “let them” mentality.
If they’re going to talk shit, let them. (Also, listen, but we’ll cover that later.)
If they’re going to leave a review, negative or positive, let them.
If they want to trade your products amongst their friends, or even strangers on the internet, let them.
If they’re going to discuss your product online, let them.
It’s in that last one where the real magic happens. If your product is truly worthy of virality, it will do all the talking. The great thing about having an engaged audience is they can add new life to your product and brand (see Step Four) while helping you go viral in the process.
Facebook Groups are a great place for this to happen. It’s an awesome idea to start a company-owned “club” group like Waterdrop has to create a feeling of exclusivity, but it’s also okay to encourage fan-based groups as well. This is where the majority of the Owala buy/sell/trade/discussion magic takes place—away from the prying eyes of corporate. Sometimes taking a step back is the way to go, even if it means the occasional faux pas. It takes a couple rain storms to grow flowers, after all!
Step Four: Engage
Engaging with your audience in the traditional sense is a given at this point. Refer to Step One: Cover the Basics. Your product needs to be good. And you need to be good at talking to your customers. But the secret twist here? Let your audience have a say in your future. Or at least let them think they do.
Example: Owala Color Drops and “Franken Tumblers”
As previously mentioned, Owala has been polling their audience about what their next bottle should look like. Their audience takes this to the next level by creating “Franken Tumblers,” customized bottles unique to each creator. People accomplish this by taking apart their Owala lids and putting them on different bottles. Bonus points for using “Color Drop” bottles, limited edition bottles that have people ordering months in advance.
So, in theory, no one will have an identical Franken Tumbler to yours. Below, check out this post someone put in one of the audience-run Facebook Groups:
Screenshot of a post in an Owala fan-created Facebook group outlining how a user took apart their Owala bottles to create a unique color way. This technique has been dubbed "franken tumblers.”
Franken Tumblers are the perfect example of users making your product their own. And the proof is in the pudding—people love Franken Tumblers. And this phenomenon isn’t policed or controlled by Owala at all. Magic.
Wrapping Up: The Key Takeaways from the Stanley Effect
In conclusion, the Stanley Cup Phenomenon is a fascinating case study in the psychology of virality and modern marketing. It shows us that, while there’s no magic formula to guarantee going viral, certain principles can significantly increase the chances. Start with a solid product that fulfills its promises, then create a unique identity that makes people choose your brand over others. Encourage organic discussions and user-generated content, and, most importantly, engage with your community in meaningful ways. Make them feel important.
Stanley, Owala, and Waterdrop have all demonstrated that virality isn’t just about getting noticed; it’s about creating a loyal community that feels connected to the brand. Whether it’s through vibrant customization options, exclusive groups, or letting fans shape the future of the product, these brands have tapped into something deeper than just marketing—they’ve created experiences and connections that keep customers coming back.
So, if you’re looking to replicate the Stanley Effect, remember: it’s not just about the product. It’s about fostering a community, encouraging creativity, and letting your audience be a part of your brand’s journey. By doing so, you might just find your own ticket to virality. And who knows? Maybe in a few years, someone will be writing about your product as the next big craze.
Happy marketing!
