First it was Holly Ross's Single Ladies video as a reward for reaching the NTEN scholarship fund goal:
Now it's NTEN man.
Interestingly enough, Cisco also tried to copy the Old Spice man, and it was a complete #FAIL. So how does NTEN make it work? Because they know their community, and it IS a community - and they're riffing, not copying.
Moral of the story? Know your audience, be real, be funny, and mighty forces will come to your aid - or, at the very least, you'll create some really awesome buzz.
(I was going to post the third and final installment of Big Questions for Associations today, but the day got away from me. Look for it after #ASAE10!)