Youtube Campaigns

Should big brands spend less on traditional media and more on engaging & interactive video's?

As some of us know, Coca Cola doesn't spend much money on traditional media, because they are already well known, and consumers feel comfortable with their product & image.

They are very smart with their advertising, utilizing traditional media a bit differently, like placing ads on The Super Bowl,  only because big events like this have guaranteed views, and reach.  But it's not always about the ads for them either. Another smart move is their extensive product placement in movies, and TV shows, like American Idol.

Recently they have just released a Youtube Campaign for the new 007 movie. This video, or "Ad"  has over 7 million views. "And why?" you may ask, because it's interesting and engaging, and not even directly about their brand. They created a unique experience using guerrilla marketing, and web exposure tactics, to give something their consumers would find interesting , and enjoy watching. It's smart moves like this that will eventually secure market share for those brands in a dense category.

So what are your thoughts? Do you agree that conducting marketing campaigns a bit differently is a more effective way to spend money on advertising?