You probably know the legend as Bigfoot, the yeti, or the Abominable Snowman. The mysterious, gigantic hairy biped eludes human contact in mountainous regions, vying for its own survival. Thrilling and scary at the same time, northern cultures dream of this elusive and powerful icon of the unexplored wilderness.
Similarly, PR and marketing types alike dream of the influencer, the person who will trigger an online contagion (a.k.a. viral event). They desperately look for that powerful personality who will become their brand hero.