Marketing specialists can no longer rely on traditional media, such as television and print ads, to generate mass appeal. And sometimes they don’t need to. This program explores marketing case studies in which consumers—often those in the 18-to-25 age group—have boosted product sales through word-of-mouth, amateur videos, fan clubs, and other informal and unpaid means. Featuring commentary from marketing guru Seth Godin, author of Small Is the New Big and All Marketers Are Liars, the program takes viewers inside promotional crusades that have benefited from, or tried to exploit, nontraditional marketing. Examples include campaigns for Mukluk boots and Virgin Mobile as well as a giddy Mac user conference featuring Steve Jobs. (23 minutes)