Any company would die to get this kind of exposure for its brand's image. Aside from just gaining awareness, this has people talking, sharing and omg-ing. Think about it- if you weren't watching Jimmy Kimmel before, chances are you will be now!
So what IS the formula for a successful viral video for the purpose of building your brand? Aside from the obvious including shock value, scheduled release and broadcast on appropriate channels, this is still a tough one to answer. Unless you're Jimmy Kimmel with the budget and resources to pull this off- it's hard to reinvent to wheel. I'd suggest seeing what everyone else is doing and dissect the elements that made them a success.
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P.S- I wouldn't suggest lighting a girl on fire to most businesses. This was a very special circumstance that should be left to the professionals. When it comes to machetes, packing tape, forklifts and cute little girls (however probably not best to combine all 4 of those into one creative concept), just go with it.