As I was watching this spectacular show presented on the side of a building in Berlin, I initially thought about it as just that, a show. There was a sizable local crowd that was obviously engaged and entertained as the show progressed.

But then I remembered that this YouTube video link was forwarded to me. And, I'm quite sure, it has also been shared by many other viewers, including myself, since. Ultimately, this was not about the show or the local crowd that gathered to see it. From the very beginning, this was about viral marketing.