Here's an old clip I loved to show when making online marketing presentations back in 2000-2001.
The clip includes a silly promotion for a juice. You use the bottle to make a lamp! The ad buy on TV was guess-work at best, there were hardly any metrics in place to measure incremental sales — and the promotion ran about four times over three years.
Today, you can do much better, even if you can't serve it up funnier!