Advertising, ever slightly ashamed, has of late decided that the ultimate measure of intermediate efficacy is earned attention in the form of interactions garnered with NO MEDIA SPEND.
Now, don't get me wrong, earning attention is definitely a GOOD THING.
Cultural impact in the form of coverage and earned views, is a way to understand the, well, cultural impact of the work.
PR is ever more important in a world where everyone can publish, where everyone has an audience.
But having a media budget isn't a bad thing.
And not having one isn't necessarily bad either.
But the scene in the case study video where you show all the blogs covering the work and then say with No Media Spend has lept straight into cliche.