More low latency advertising that responds rapidly to tweets to or about the brand.
Actually the first one happend before the Old Spice culture hack.
[There's a great comment below:
It didn't happen in near real time but it did respond to tweets and turn the response into a film, or commercial.
In fact, by that proviso, the Domino's work which re-contacted people from the focus group and tweets with the new flavor of pizza has a similar quality - responding directly to consumer needs using 'advertising' vehicles.
[Full disclosure CPB client.]
What I think I like about this is that yes it's again about reversed polarity, but it is specifically addressing customer needs or frustrations in a [metaphorical, advertising] way that had been expressed unsolicited, which is what companies should do in general because customer service is marketing.