As we all know, Madison Avenue and their international counterparts got hideously drunk on the coincidental cocktail of Mentos and Diet Coke, and marketing departments around the world have been trying to bottle that sensation and sell it to YouTubers ever since.
Some companies have simply capitalized on the organically grown fan love. Others have promised fame and fortune to tomorrow's consumer-media stars, or even going so far as tutoring would-be viral videomakers. But one fool-proof way to create buzz is to provide a prefab scenario starring you, the loyal consumer. Only need photo; no creativity required.
Take OfficeMax, which nailed it last holiday season with its Elf Yourself campaign, by teaming up with JibJab, makers of fine cheeky greeting cards for the YT generation.