When Nike unveiled a 30-second television ad featuring Tiger Woods and the ghostly voice of his late father, Earl Woods, on the eve of the Masters, it did so simultaneously online.
The ad was purposely scheduled to air on TV for less than 24 hours, but it quickly went viral, sparking an avalanche of criticism, discussion, spoofs — and views — online. According to Visible Measures, a company that measures online video campaigns, the spot was viewed 6,334,337 times during its first week online.
It was a perfect – if dangerous – example of trend that’s been around since the advent of YouTube: if you make a good enough ad, one with some sizzle, you don’t need to spend a ton of money airing it on television anymore, since it gets so viral in a fractured, increasingly digital world.
"It was an execution that could live solely online," said Josh Warner, president of the Feed Company, who called it "quintessential watercooler video."