You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why Performance Is the Secret Sauce of Going Viral Think Less Like a Movie and Try to Create an Unfolding Story That Keeps People Coming Back By Bob Knorpp, Published on August 09, 2011 8 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.