"The ones that are really good are the ones that are rewriting the rules."Kevin Allocca, Head of Culture and Trends at YouTube, breaks down the concept of virality with the help of phenomenons such as the Harlem Shake and the Ice Bucket Challenge.Kevin describes how technology has brought a more open form of distribution, resulting in decentralization and participation. But is there a secret to what works? Or can it be so, that the things that make it work actually cannot be measured at all?