I found this bit on infux yesterday.
It’s now clear that agencies are competing on something of a level playing field in the war for attention. They don’t have the luxury of just hoping to be best ad in the pod or best in the break; it’s now about the most viral idea of the moment on any medium. It's now clear that television isn't the only way to do this. This year, Fallon’s Gorilla for Cadbury and Crispin’s Whopper Freakout showed us how.
I was thinking about something similar lately around the idea '48 hour campaigning' based on the fact innocent got 1590 entries within 48 hours to a write something for the bottom of our smoothie bottles competition we did on our blog the other day.
What an MTV generation we've turned into eh?