True about social media

"And that Nike World Cup video (here) is not going to help.
With its millions of viral views, brand managers and creative directors worldwide are going to be viewing it as the gold standard.
Which is a huge mistake.
You see Nike is a Prom King brand. A brand people like because Nike’s discovered the secret sauce that makes people view them as “cool.” So they’ll want to pass around a Nike video because they get some sort of cool points for doing so.
Add the World Cup to that equation. Another Prom King brand, and, for anyone who remotely likes soccer, another source of cool. Factor in too the fact that the young male demo likes to share video, particularly video from brands that have a strong cool factor and you’ve got the perfect storm.
Which is not to take anything away from the actual video, which was exceedingly well done, but reality check: even a really bad Nike World Cup video would have gotten millions of hits. Having a really well done one probably doubled or even tripled what was destined to be a very large number.
The bigger problem, as I stated earlier, is that brands are going to start wanting “something like that Nike World Cup video... you know, the one with Homer Simpson in it.... it got 90 million viral hits.”
It’s the same speech an earlier generation of marketing and ad people got about the Apple 1984 spot.
But if you’re advertising corn chips or diapers or a cellphone service, you’re never going to get a Nike World Cup video. You’re just not cool enough. And that’s not necessarily a bad thing."

from here