I've seen multiple case studies for digital campaigns. Most emphasize the handoff from TV, print or radio to digital. Some explain that digital catalyzes a different part of the "path to purchase", but this case study shows something else. It proves that digital has the potential to do, what no other medium can. I wont minimize it by describing it as part of the "long tail" theory. To me it's something much more human. It amplifies the most effective form of advertising - story telling (the most viral form of word-of-mouth).
Successes like these don't come from integrated agencies or integrated marketers, they come from innovative thinkers who understand people. The type of person who can look at marketing research that says 92% of people will not buy this product...and say yeah, but 8% will!