Who needs TV?

Facebook is the new mass media. Nike's CMO Davide Grasso says, "Facebook is the equivalent for us to what TV was for marketers back in the 1960s. It's an integral part of what we do now."

Why yes, Nike's latest video, a three-minute commercial called Write the Future, was launched on FB and passed on from friend to friend. The clip was played and commented on more than 9 million times by Facebook users and helped Nike double its number of Facebook fans from 1.6 million to 3.1 million over a single weekend.

Eyeballs, participation and advocacy all in one package. Getting the ad onto Facebook cost a few million dollars. Anyone who's ever worked with ATL knows this is a good deal.