Diageo has realized that consumers are overloaded with marketing, and are doing a better job of blocking out marketing (using DVR/TiVo, caller ID, spam blockers, etc.).
Diageo's goal is go "from INTERRUPTING what consumers are interested in, to BEING what consumers are interested in."
One example of inbound marketing by Diageo is their viral videos called "Tea Partay" that pitted faux east cost preppy rappers against west coast Beverly Hills rappers - http://www.teapartay.com/. (I am from New England and spend some time on Cape Cod and find the east coast Tea Partay video to be hilarious, see below.)
PS - If you want to learn more about Inbound Marketing, check out the Inbound Marketing Summit, a marketing conference dedicated to helping you figure out how to be what your customer is interested in, rather than distracting and interupting them all the time. If you register by May 31, you'll save $200.
Originally published May 29, 2008 10:41:00 AM, updated March 21 2013