Ben McConnell make a good point regarding viral marketing. Ban (deodorant) is running an online campaign to–ironically–develop a campaign. This is not a revolutionary concept in that consumer brands have been using customer-created (or inspired) imagery (think Patagonia) and video (think Nike) for some time.
The key here is in the marketer’s thinking. Promotions like this one should be a strategic catalyst for thinking about how to use the Web to generate awareness or reinforce a relationship. In my view, marketers should not limit the effective use of the Web to the concept of a 10 page Web site. Instead, I advocate using the Web’s capabilities in innovative ways (like this one) to advance a cause.