I was impressed by Red Nose Day this year – after all, raising almost £60m is a magnificent achievement, as is Chris Moyles & co. climbing Mount Kilimanjaro. Having caught snippets of the evenings TV show, some of it was also genuinely entertaining.

But looking beyond the charity and goodwill and putting my PR hat on, I was equally impressed by what a forward thinking approach Comic Relief took in terms of getting their message out there. When you visit the Red Nose Day web site you are greeted with stacks of content spanning all of the main social media platforms.

Created by the guys with the midas touch at advertising agency Fallon (think Gorillas and dancing eyebrows), the video sees ‘The Greatest Minds in Advertising Join Forces’ to promote Comic Relief. A brilliantly crafted video using the best known characters from UK advertising, including everybody’s new favourite, Aleksandr Orlov.

Original, funny and slick – this is a great use of viral video forming part of an overall approach which is a fantastic case study for the reach of good social media content.