Yesterday we launched the Cheetos Boredom Busters campaign. This consists of six “boredom buster” posts from a host of FM sites. Now, you know how we’re always going on about “transparency” around here? it’s the first of three golden social media marketing rules. I’d like to point out Xeni Jardin’s post announcing the campaign to the Boing Boing community. This is a case study in transparency. It respects the Boing Boing community, represents the brand well and provides some entertainment at the same time.
From Boing Boing:

“Normally we’d just run this as an ad alongside our editorial content, but I love it and there’s a complicated story behind it, so we’re running it on its own. Now, allow me to explain further. Warning, I am about to get all meta on your ass.
“Boing Boing Video relies on sponsorships to do all of the weird, unfettered, free-speechy internetelevision you (hopefully) love us for. Cheetos approached us recently about sponsoring BB-V, in the form of six one-minute video ads we would create for them, which would run alongside regular BB-V episodes. They were remarkably hands-off and cool about the creative — the only editorial guidance we received was pretty much: don’t be mean (don’t do anything involving Cheetos that would make someone cry, particularly kittens), and avoid anything having to do with sex, violence and drugs. While they did not specify this, I also figured Nazis, pedophiles, 4chan (see previous), or Hugo Chavez (eye-roll) would be bad news.