Just caught up with the story behind a YouTube viral campaign at Diary of a Marionette Maker: The Giant Puppet in Iceland. Made (I think) by Ed Robinson at The Viral Factory, it set up a multiple sighting of a big puppet in Reykjavik, which was captured by a number of observers who all posted their documents of the incident on YouTube.
Once a viewer came across one of them, the other pieces would be found through their common tags, and the full story would start to emerge. There was the added interest of the comment about the videos as folk tried to make sense of what they were seeing. Not sure how successful it was, doesn't seem to be that many views and most of the comment is about whether Chinook helicopters have ever flown in Iceland, but it does have an admirable ambition, beautiful execution and is wonderfully native to the medium. Maybe I should consider some Levis instead of my usual Gap-sale strides.