I was at an Irish football game recently and fortunately I was sitting in the season ticket holders section.
Two sections over were the die hard fans. You know they are the die hard fans because they stand up for the entire game (which I thought was ironic since they paid for a seat).
Anywho, one of these die hard fans was standing on the edge of the row carrying a bodhran & tipper.
Every now and then he would beat the bodhran in a particular way and start a chant.
One time he did it and pretty quickly the entire stadium was chanting in unison. It was amazing to see.
Now what I think is key to this chant spreading is who joined in and when.
Had he started his chant up in the heavens, in the cheap seats, I think he would’ve remained the only one chanting.
But because he was in the midst of the die hard fans, those most committed to the cause and most eager to join in on a chant he succeeded. Once the fair weather fans heard enough voices singing, it was safe enough for them to join in.
Once 90% of the stadium are chanting the remaining 10% are eagerly going to join in so as not to be left behind.
It was the idea adoption cycle right before my very eyes.
Thomas Duggan 