I don't usually post about clients, but this campaign shows the mechanics of using multimedia release to get the word out. While they didn't use the Social Media New Release Format, last week SeaWorld San Antonio put out this MultiVu press release with a number of videos.
In the first week, it was only picked up by a handful of blogs, probably mostly because the Multiview format doesn't allow for viral video sharing.
But today it was picked up by C-Net's “The Queue” in this video:
In the second day, the release had 1,339 stream hits and a total of 490 page hits from 117 media outlets. Now we will see how it plays. Part of dipping your toe in the social media space is starting with small successes and moving forward from there.