Are Ads as Content the Future of Advertising? » Digital Podcast

Digital Podcast has a great review of the some of the best viral video campaigns:
Are Ads as Content the Future of Advertising? » Digital Podcast


The includes:

- Blenders
- Bullet proof backpacks
- How-to magazine
- TexMex Restaurant

My favorite is Maine Root campaign for its root beer:

- Cost 20 000$
- Sales growth in 1 year: 500 000$ => 3 000 0000$ (Digital Podcast implies it is the result of the ad).



So basically with good imagination this can apply to any product. The essence of the success of these ads in my opinion are:

- Light hearted approach
- Real product relevance
- Human touch

The big problem that most companies have when attempting these campaigns is that they either:
a) look at them either as well crafted TV ad and try to control every aspect of the creative process, or
b) go for the 'faux' college prank approach

Viewers are getting tired of a) and unless b) is authentically and extremely well executed they find it boring.