Participatory Advertising

I was on YouTube a couple days ago and just by chance I ran into a video review on a stereo system in a Honda Hybrid that is ipod compatible. The video was kind of dumb and the product really sucked but I realized (after reading the article Kroy had us read today) that this was a form of participatory advertising. This is a step in the direction that everyone is talking about. Is this advertising effective? I watched it. I wont buy it, but I watched it. Maybe if I had an ipod this would encourage me to buy a Honda Hybrid... or as we like to call them at the shop, "HighBirds". But no probably not... The point is that there is money to be made and it can work.