B2C2C

The paradox of peer-to-peer marketing is that by adding on to an idea, you often subtract from its pass-along value. The difference between viral and not-so-viral is a matter of split-second simplicity.

This video was part of a fairly successful launch campaign in 2007. And it was achieved at a fraction of what the official TVC probably cost.

But I do think it could’ve been bigger if we had stuck to our guns on filming day. And, of course, if annotations, linking and insights had been available on YouTube then.