The World Goes Better with a Completely New Channel for Marketing?

I have an upcoming presentation on the role technology can play in inside counsel / outside counsel partnering and the talk was given the unwieldy title of “A Technology Manifesto.” So, I’ve been researching different historical manifestos.
I ran across a recent speech by Coca-Cola Co. chief Steve Heyer that falls into the category of manifesto and is one of the more thought-provoking discussions I’ve seen this year.
Heyer essentially argues that the traditional marketing medium can be inverted so that content deliverers and others can take advantage of the Coke delivery system. Far too simplistically, imagine that a TV show buys space on Coke cans rather than Coke buying ad time on the TV show.
Unlike many others, I think that the word “paradigm” can be useful and this approach seems to be one that suggests a paradigm change. Worth the time to read and think about.