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How to Start a Brand Romance

Comedian and marketer Kevin Nalty analyzes the success of the Cebu Pacific Airlines video gone viral.

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This story appears in the January 2011 issue of Entrepreneur. Subscribe »

It was a YouTube sleeper hit: A crummy video of Cebu Pacific Airlines flight attendants dancing through the safety procedure guidelines to a Lady Gaga song. It zoomed past 1 million views in a matter of days late last year--and rocketed brand awareness for the obscure Philippines airline.

But we have to admit, we were mystified. Why was this strange little clip so compelling and, more important, what can other businesses learn from it? We asked Kevin Nalty--YouTube comedian and marketer, and author of Beyond Viral--to break it down.

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