I am not a vocal media buyer / planner but "6 Beers Of Separation" happened almost entirely in online and mobile, with only Fox (On Demand) delivering in a more traditional manner. Having a similar age group for this campaign. the conclusion for us and OptiZenith was that they wouldn't a. watch a lot of TV b. return to a campaign microsite but rather watch it in a mixture of MySpace, facebook, Heavy or iTunes. There was investment in outdoor and print to drive online. The video views / reach exceeded what would have been achieved on regular cable.
(Disclosure: Holler worked on as the digital agency on this campaign)