Advertising bubbles

SONY has a touch for compelling advertising with unusual setups. This here is just another example. Of course, it provoces fantasies about dropping a bottle of soap into the next fountain.
But even more interesting is the fact, that SONY is one of the very few companies, using the spirit of Web 2.0 - sharing what you like - for its own advantage.
On this site SONY encourages you to share. Not by proxying via Youtube, no, you can use a first-hand ressource.
Has the time come for major brands to understand the power they can get, by encouraging its passionate friends and lovers to talk about the brand? To release some control, but gain a community build on loyality and passion?
In this comment on the MAINFRAME101 blog, I wrote about an opposite experience I made with LEGO.
I guess, SONY will get more media coverage for their bucks.
What a coincidence: Branding Strategy Insider touches the current state of the term media in its blog.