In today’s participatory culture, where consumers engage with and influence brands constantly, perhaps the most interesting aspect of the campaign is the budding viral component. Rather than just the love of a product (reference: A Positive “Spin” on Viral), the pass-along effect in this case is growing out of consumers’ love of an advertisement.

This isn’t the first time that’s happened, but it’s rare. So, what’s the magic formula? There isn’t one. Discovery Networks struck brand awareness gold by genuinely connecting with its audience. Obviously, it’s easier said than done. But by allowing people around the world to put their own spin on ‘Boom De Ah Dah’, the brand found a unique way to engage its audience and gain exposure. Now, Discovery Networks is asking for even more submissions from all of their “talented friends out there.” That’s what I like to call striking while the iron is hot.

The microsite is a unique promotional effort by Hasbro to promote the board game’s newest edition – “Team”. As players answer questions to help boost their team’s score, they’ll also see real-time scoring and team updates, as well as viral videos they can pass along to friends. It’s an impressive use of social media to say the least, particularly when the popularity of traditional board games is losing to online gaming.

Check it out and join the battle here.

Less than stellar customer relations is certainly not a new phenomenon, but companies’ best learn that the ability of slighted customers to share their rage over poor treatment has taken on new, virulent dimensions. For sure, twenty years ago Mr. Carroll would have been no less pissed off at the “friendly skies” carrier. Still, his recourse typically would have been a cathartic rant to his wife and maybe a stern letter to customer service the next morning. Today, on his way to long-term parking he’s already called them out with a Tweet, a Facebook status update and a blog post instantaneously from his Smartphone. And, if he’s really fired up as Dave was, in a few hours a well-produced and entertaining music video is blasting the company for thousands of eyes worldwide.

Word of mouth, viral communications has always been the most powerful kind of advertising. What’s new is that the “mouth” is now an instantaneous, global megaphone in the hands of a skilled user. We’re sure United wishes they had taken better care of Dave Carroll’s guitar and accidents do happen. Next time though, they might want to think about taking better care of Dave Carroll – or if not, maybe make sure they damage his laptop and I-phone too!