Instead of creating advertising to market Cisco’s Flip Video cameras, we created a whole new medium. We took the most valuable real estate on the Web, the Facebook profile picture and enabled Facebook users to replace their static picture with a moving, breathing Facebook profile video. Each video ended with a brand message for Flip Video. Individuals, groups and brands quickly caught on, making ‘Flip your profile’ a social media phenomenon. Over 700,000 Facebook users “Flipped” their profile, and this in turn engaged 21 million users worldwide. The campaign saw sales up and generated earned media valued at over US$14million.