"Hey agency people, we need to look like we're in touch with all these funky new things on the internet. What can we do?"
"How about we make a big viral that everyone downloads"
"We've done that before though"
"How many people use it?"
"About 0.005% of the online population"
"Is it cool though?"
"Yes and we can get the PR people to push it out to all the papers for us"