On a single page they have
- Social media links
- Twitter comments
- Photo gallery
- User comments
- Facebook links
They could have done an incredibly expensive, super-flashy micro site (and they have, elsewhere) — but there’s nothing on this page that you couldn’t do yourself, with zero budget.
My guess is that this page is incredibly viral and is causing a lot of word of mouth.
This sort of page should be a standard part of every ad campaign.
Every advertiser should copy this page, stick your TV spots on it, and let people share.