" Contrast that with the Budweiser beer “Wassup?” campaign. Two guys are talking on the phone while drinking Budweiser and watching a basketball game on television. A third friend arrives. He yells, “Wassup?” One of the first two guys yells “Wassup?” back. This kicks off an endless cycle of wassups between a growing number of Budweiser-drinking buddies. No, it wasn’t the cleverest of commercials. But it became a global phenomenon. And at least part of its success was due to triggers. Budweiser considered the context. “Wassup” was a popular greeting among young men at the time. Just greeting friends triggered thoughts of Budweiser in Budweiser’s prime demographic. The more the desired behavior happens after a delay, the more important being triggered becomes. Market research often focuses on consumers’ immediate "

― Jonah Berger , Contagious: Why Things Catch On