The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. The strategy was not to tell but show the merits of Flip Video cameras. Wewanted people to experience for themselves the benefits of the camera and evangelize the brand on our behalf.

Instead of merely creating an advertising campaign, we created a new medium.We enabled Facebook users to replace their static profile pictures withmoving, speaking profile videos. And each of these videos, sitting on themost valuable real estate on the Web and being viewed by each Facebookuser’s fans and friends, ended with a brand message for Flip Video cameras.In other words, each profile video is a brand ad for Flip Video.

Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions.• Profile videos viewed over 5 million times per day • An average of 50 profile videos being uploaded every minute • Featured in over 500,000 blogs • Estimated media coverage is valued over $20 million• 700,000 users flipped their profile• Thousands of brands, artists, filmmakers and businesses flipped their page.