And the award goes to...Will Ferrell. Through a series of small market hits, Ferrell has maintained top-of-mind awareness among the general public, with social media doing its part to extend Ferrell's reach. First there was the series of ads he shot - for free - for Old Milwaukee beer. The ads ran exclusively in small markets in the Midwest, including Davenport, Iowa and Terre Haute, Indiana:
And unbeknownst to anyone outside of North Platte, Nebraska, Ferrell also appeared in a Super Bowl ad for Old Milwaukee. The rest of the country can only see the ads thanks to YouTube.
Then came Ferrell's random cameo as a PA announcer for the NBA's New Orleans Hornets. This is gold:
Not that his brand needed sustaining, of course. But without a title at the box office, it seems many entertainers would do well to provide value and utilize modern communication tools to stay top-of-mind.