“ By locking the campaign into any proprietary place would have just severely limited the exposure it would get and diminish it. This whole idea of responding to people and being very smart about who we decided to respond to, and in what manner, that wouldn’t have worked if we hadn’t done it in a format like YouTube where we are able to embed it. People are very familiar with the ways of sharing it, liking it, and favoring it, and just the fact that it can go everywhere very quickly was a huge positive.”
Source: Fast Company
