The Six Key STEPPS
What I thought...
You are the head of marketing and want to use something that will stand out and make people remember your product. You come up with a great idea to have a talking gecko telling how much you can save on your insurance in your commercials.
I'm sure you recognize this right?
Your company name is Geico.
This strategy may or may not work but the commercials are memorable and there is a trigger and also alliteration; gecko and Geico, both start with 'g' and end with 'ko/co'. The trigger is a gecko, so I'm not sure how good of a choice that is since you'd only see geckos if you live in a tropical environment. It seems as though Geico's choice to use a gecko has worked out well for them though partly due to its uniqueness.
That leads me into the next point that is discussed in Contagious. Things that are Emotional (Awe, Excitement, Humorous, Love, Anger and Anxiety are high arousal emotions page 109) have a higher chance of going viral whereas something that is normal, sad or makes you feel content (Low Arousal Emotions) won't spread as quickly.
Here's an example of three commercials that I pulled off YouTube that have a combination of STEPPS but mainly focus on a highly emotional impact. You surely will cry like I did when I saw these.