Making something viral isn’t easy. It takes a lot of planning, preparation and networking. Even then there is no guarantee that something will go viral.
You can take advantage of those videos, pictures and other marketing ideas that do go viral by using your business to add to the conversation. You might be able to setup an experiment to prove/disprove a viral image. Have an animation created to show a unique aspect of the a viral video. You might even be able to present yourself as one of the experts that can explain some aspect of the viral content.
Don’t think about how you can gain from piggybacking on something viral, but think about how you can add to the conversation in a bigger and more important way than everybody else.