Chapter 1 Citizen Marketers - My favorite firecracker

The summer before last, my roomate and I became obsessed with a video on Youtube known as "Drama Chipmunk".  This video is the definition of a firecracker.  The video depicted a prairie dog (not a chipmunk) giving a weird look to the camera, set to some very dramatic music.  I'm not really sure why the video was so funny, but believe me, it was.  Almost overnight, the video was everywhere.  I saw it posted on my friend's facebook walls, all over video sharing sites like youtube, it was even played on television a few times.  In addition to all of this, dozens of remakes and parodies of the drama chipmunk started popping up all over the place.  It was strange how popular the drama chipmunk became.  Why did this particular video succeed where so many others failed to become viral?  What makes a firecracker a firecracker?