Great marketing really is being unleashed at the local level. Brands seem to have realized that creating potent local connections is what will build the kind of evangelism that is critical to the establishment of a long-lasting Brand. If you think about it, strong relationships are always created at a more intimate level, where you have the ability to use common topics for conversations, topics that only are appreciated within a given community.
Many Brands are diving into this reality, thinking that its better to create real and strong relationships (even if that means that the amount will be less) rather than build a broad but weak pool of acquaintances. The video below is an example of great local relationship-building: The intiative is a one-off, in a select location, using local artists, inspiring the creative community. Absolutely beautiful.