While I won't go into the theory bit of it for now, there are some clear applications of the STEPPS (Social Currency, Triggers, Emotions, Public, Practical Value and Stories) framework in my recent readings!
This, to my mind, is a classic application of the third element of Social Currency, as defined by Berger - giving a feeling as if you are insiders and not showing all their cards all at once. Having said that, it is imperative for the chain to live by its commitment of something really remarkable - else it would damage the brand and make it worse - and something that won't stay a 'secret' for sure! They might get a high social currency, but for all the wrong reasons!
Big faith and scale is the dimension that is driving the biggest brand building activity of the decade, where one brand, by its sheer virality, has disrupted more than a few multinationals and domestic bosses off their chairs, snatching a larger bite of their market shares, almost overnight (around 10 years).
However, not every viral content lives up to being contagious - while some create a wow factor, some of them fall slightly short of traveling the distance from being 'wow' to generating 'awe'.
In a nutshell, none of these ideas are bad and each of them has got their own share of publicity (disclosure - none of these guys are known to me or my relatives - they reached people like me through their 'V' factor only). However, some of these would continue exciting the share button and carry long term social currency, while others would eventually die their natural death.
The take-away for you is to get a pattern through these cases and check out the Virility Factor of the claimed Virality (hopefully, you don't end up swapping the 2 words!)