From Red Bull to KONY, there were some excellent marketing campaigns executed in 2012.
Not all of the top 10 were video either (a couple were print/web).
What do they have in common?
The marketing was aligned with the company mission!
Sometimes that mission is expressed in a tag line, like "We give people wings." Not always.
It has never been easier to market regionally. It is cheaper than ever before. It just requires creativity, execution and measurement.