Going viral is the topic of endless seminars and “free” e-books, but is there really a formula to becoming Internet famous? Or is it all a bunch of luck, coupled with some quirk and charm? This pilot’s story would seem to be a lot of the latter. Social media magic is something that every marketing student wants to learn and every marketing professional wants to happen, but try as we all might there is that element that few discuss: chance. Who knows what will succeed, what will become the next meme, or how it will be delivered. Think back on some of the hottest viral trends and then examine them in light of rationality and viability: Few of them pass this test. From the amazing Ice Bucket Challenge, which raised awareness (and money) for a debilitating disease, to planking, which made all of humanity question our collective intelligence, virality is an elusive muse.