But IPO & buyout fever has induced a more traditional approach of buying eyeballs instead of earning them.
Of course, it's all a waste if you don't follow this rule: Make something worth sharing and people will.
Pretty well executed example from Honda using a promoted celebrity tweet to drive views of a TV commercial:
UPDATE: @Honda did a ton of fun tweets to warn snack food brands about the Odyssey's built-in vacuum. A few examples:
.@Oreo Did we mention the #MegaStuf setting? pic.twitter.com/t4LY4o4GSq— Honda (@Honda) October 2, 2013
@Honda The popcorn-devouring HondaVAC is in for a treat when it discovers and eats up lost Orville pieces!— Orville Redenbachers (@OrvillePopcorn) October 1, 2013
@PopSecret but what if one of the kernels remains unpopped? That's when fear sets in. http://t.co/luwaBW0x59— Honda (@Honda) October 1, 2013