Content that goes viral is generally content that people can't believe they are seeing on the screen. It is something they would never post themselves, or it is content that has never been seen before. Just imagine the early videos that went viral; animals doing crazy things, babies dancing and other content that had never been shared in this past.
Being creative is a part of thinking outside the box, and coming up with something that has never been done in the past. Remember, a viral video can do as much harm to your business as it can do well. So when creating content that is unbelievable, make sure to avoid putting other companies down (and definitely DO NOT insult their customers), or to potentially segregate a certain demographic group.
You want the content to be fun, you want it to be unique and you want it to have that “wow factor”. You have to remember that too much of anything, even if it is fun and good, can be viewed as a negative. In creating your content, make sure it has that “wow factor”, make sure it gets people talking and make sure it shows people how much fun and how they can create with your product.