Yesterday, in Luk Alloo's TV-show "Sterren & Kometen", Eddy Wally met with Ford's innovative Talking Ad in a Railway station in Ghent. This led to a unique encounter between "entertainer" Eddy Wally and the "brand" Ford.
Some would therefore call it 'Branded Entertainment'.
This case proves that if you do innovating & entertaining stuff, you can extend your reach and get picked up by other media such as tv (Sterren & Kometen : 250.000 viewers), newspapers (example), magazines (example), blogs (example) and radio (Donna, Stubru and some others covered it). Or, like some would say : 'go viral'.
More info on the Ford Talking Ads, incl. a clip showing a German tourist interacting with the Talking Ad, you'll find over at my friends from AdFab.