Small New England town battles back after a viral video exposed its Dunkin’ dilemma.

Today content creators strive to produce videos that will go viral– or spread quickly via the Internet. They instantly capture our attention and encourage the video to be shared. Sharing viral content can lead to many benefits, including significant boosts in brand awareness and site traffic. A viral video can also attract established media outlets to pick up the trend and distribute it to a more mainstream audience. In short, creating a viral video is the surest way to stand out and reach a larger audience online.

Anybody can make a viral video or benefit from the buzz it creates online. A great example of capitalizing on the popularity of a viral video is Stow, a small town 30 miles west of Boston, MA.

This viral story began on Sept. 12 when a reporter for Massachusetts station WBZ NewsRadio, Matt Shearer, reported on the recent closing of two Dunkin’ Donut stores in Stow, MA. “There are 351 municipalities in Massachusetts and 1,073 Dunkin’ stores,” says Shearer in the now-viral video that has been viewed over two million times on Twitter. “Further down 495, the town of Stow is a Dunkin’ desert.”

When the “Dunkin’ Desert” story became an instant sensation, spurring millions of views and making national headlines — the town decided to strike back through video. The Community Access Station, Stow TV, produced a friendly 100-second video about all the things that haven’t deserted Stow, including the American Heritage Museum, the Minute Man Air Field, and more.

While the video hasn’t gone viral yet – the message comes across loud and clear. The video concludes with Stow Town Administrator Denise Dembkoski saying over a cup of cold cider, “I think we will be OK.” We do too.

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