Here's a great case study of using video and PR and environmental charity called plastic oceans UK served a battered plastic in efficient chip shop and filmed people's reactions. Here's an extreme example of using earned channels for distribution. Clear Channel in Sweden gave its billboards across stalker to a campaign to help the homeless find shelters. The campaign was picked up by loads of media and did really well on social media as well. LinkedIn, the social network, created a pop up pub in central London where jobseekers could go and connect with their community and get support while looking for jobs. People could get their headshots taken for their LinkedIn profile and apply for some exclusive vacancies at the pub.

The campaign was highly successful.