Building on their online video success of Spore, Electronic Arts just did a masterstroke - create a new ad with Tiger Woods "walking on water" in response to a YouTube user video.
The original. The response.
Great work on how to use YouTube to connect with your community. Brands - don't just toss your ad up there and wait for people to find it. Create content that engages inherently with the community and build a sustainable presence. EA is a YouTube partner, advertiser and regular ole' user. Love them.
Tip to Steve Rubel