I caught my first awareness in quite the traditional way, in a television commercial during 30 Rock. The advertisement was brilliant both for being fresh and taking jibes at automotive competitors. For example, I could easily name the company represented by a two second cut of a hamster. I rewound and paused the PVR near the end to note the website in the title.
What excellent use of social media and Net 2.0! In seconds after seeing it, I found dozens of images on Flickr, a sizeable mention on Twitter, and a few videos on YouTube. I couldn't find an online copy of the exact commercial itself; however, there are a number of 'planted items' including a sheep driving through a car-wash and this:
If effective advertising means getting people to talk about a campaign, then the fact I'm bothering to write a whole entry about this one, proves something! I am not so sure the idea itself is unique or effective, but the company sure knows where the world of advertising is heading. The medium really is the message.