It's an old story. Your first record is a smash, your first novel wins the Booker - then what? Can you top that or forever live in its shadow.
So it is with viral video and after hitting the sweet spot with a 10m views message about watching out for cyclists, Transport for London is getting diminishing returns.
Here's their latest. Smart but too smart.
And here's their massive hit:
Just how viral? This viral:
And this (from a New York Critical Mass demo):
All new content on my restarted blog is here