Leave it to Nintendo to break every other rule and create an ad that people will seek out.  Using the now familiar idiom of leaked footage of a new game uploaded to youtube, they continue to make the video break out of the frame to make the entire web browser appear to be broken apart by the rough game play.  It delivers a message that illustrates the uniqueness of the game in a way that’s very easy to understand. 

How effective has it been?  As of this writing about 12 days after it posted, over 2.3M views have been logged.  Pretty amazing for something that is nothing more than an ad.

After seeing the success of these efforts, Circuit City launched their FANALYSTS’s Channel.  The sponsored channel encourages users to upload fantasy football analysts to upload videos which are hand selected for inclusion on the channel.  There is no hard sell for Circuit City, but there’s lots of their logo everywhere.  Much in the tradition of Kige, the videos frequently diverge from football to broader pop culture like Heroes and politics.

I’ll give credit to Circuit City for being a part of a “movment” instead of trying to invent thier own.  By demonstrating their understanding and providing a launching pad for content generators, they are trying to get ahead of their rival.   The traction isn’t great thus far, but I think it’s a nice use of user generated content.