As an advertiser, which would you prefer:
A) Real consumers who can't shut up about how much they love your product (i.e. bzzagents);
B) Consumers who create and distribute professional grade video ads for your product (like this one for iPod);
C) Consumers who gang up and pay for a two-page spread in The NY Times for your product (like the one above for the Firefox browser)
D) All of the above
(Update Dec. 23, '04: NY Times writes about how unauthorized DIY campaigns become a trend.)
More:
"For great brands to survive, they must create Loyalty Beyond Reason"
Kevin Roberts, Lovemarks
