It got me thinking, though. At the end of the day, pop culture references draw the mind and awareness to a particular show or book or whatever. Does that, then, constitute advertising? After all, advertising's first objective is to create awareness, isn't it? And word-of-mouth is just one of the ways viral marketing gets around nowadays. Now, some might argue that a couple of guys talking about what they saw on TV last night has limited reach (and possibly appeal), but what happens when something with a much wider reach on the internet begins to make such references?
The above two images are from two daily webcomics, PvP and Ctrl-Alt-Del, respectively. For those of you who didn't get it, both strips are punning on the TV series CSI: Miami. Specifically, the protagonist's long-running habit of starting an episode by putting on his signature sunglasses and making a witty remark related to the nature of the crime being investigated, followed by the series' theme song "Won't Get Fooled Again" by The Who (hence the "YEEEEEEEEEEEAH!").
It's clearly not paid advertising, but it does direct the attention of anybody who happens by to CSI: Miami. But when, then, does a reference cross the line and become advertising of a sort? It's free, to be sure, and somewhat esoteric in that you'll really only catch it if you already watch the show, but it's undeniably promotion of a sort. Is this part of viral marketing? Or do the companies whose products get mentioned luck out and get free air time?
