Okay, perhaps I am a little late to the party, as this came out a few months ago, but I was really taken by this video clip by Weezer when I first saw it a while back.  They've managed to take about two dozen internet sensations from YouTube and not only use them in the clip, but in many cases use the actual people who starred in the original viral videos and have them do variations on what got them famous. 

It's trivial in one sense, yes, but I do really appreciate the marketing sensibility the band displays.  From the Diet Coke/Mentos experiments to the history of dance dude to the "Numa Numa" guy, each of the participants has had literally millions of hits (and if you don't believe me, click on some of these links -- if you have an e-mail address, you've probably been forwarded one of these videos in the past year).  And rather than simply repackage things, they found these people and made a brand new "gotta see this" clip.  They even paid homage to Korea's own guitar star, Lim Jeong-Hyun, BKA FunTwo, at the start of the video.  Who by the way has almost 50 million views to his personal credit.  Go Korea!

For creatively using viral video stars whom combined total well over 100 million views, Weezer's reward was 13 million views of their own.  Not bad for four months on YouTube.  Now if Rivers Cuomo would just stop with that moustache ...

And for all of the rest of us who thought there was no point nor potential to these flash in the pan clips, maybe we should think again.  They are quickly replacing TV as our convergence point for shared experiences.  In the 1970s of my childhood, these convergence points were major TV events like conculsions to popular dramas, or Super Bowls or Johnny Carson (this last reference courtesy of Chuck Klosterman, who's really channeling Swarthmore professor Barry Schwartz).  But we had far fewer choices, and so were basically herded to these experiences, for better or worse.  Schwartz posits that it was a good thing to have less choice, actually.  He may be right -- now with basically infinite choice, what we choose to share are apparently a bunch of silly video clips.  Ah, progress. 

Given that these are our new celebrities, however, it looks more and more like this guy had things right.  So get used to it -- we'll see more and more of them even in non-viral communications as time goes on.  And that impacts all of us.  Even in public relations.
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For the curious, most of the Weezer video references are documented here.  Enjoy.