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.