Doing effective marketing on social media is tough as there is tons of information and you need to stand out somehow.
That is right. So of a certain project just like this, the BQT, they need to have one that hold a special feature that really stands out among other promotional strategies, which people will get easily attraction onto them. By that, they could kick it out and make them boost their pace.
Having something that goes viral is of huge advantage, but yes, it is not easy to just do something that goes viral with certainty. Sometimes there is also a little bit of luck involved.