INTERNET ADVERTISING
Companies are creating inexpensive online advertising campaigns that take on a life of their own -- e.g. watch the video -- follow the link at the end. Then watch the additional clips on the Ikea site. This thing, which costs them next to nothing to create, takes advantage of the connections that people maintain on the Internet -- through the web and email. The only thing the company has to do to create momentum is put up the initial video and wait for eager surfers to find it -- they'll take care of the distribution. The expensive middle-man (television, radio...) is eliminated. The system works if the material is amusing and a bit off the wall.