Sign holders. As unsophisticated as the work may seem, they are part of the advertising family — like that relative you won't admit to knowing. But I have to give it up to sign spinners. They take a potentially humiliating job and look like they give an damn (and make you give a damn, apparently.)

On the drive home, I'm watching a guy do his thing flipping a Little Caesars Pizza sign. Then I see someone across the street filming him with their camera phone. He's a sign spinner, I'm thinking. Maybe it's his friends, family or his job taking pictures. Out of curiosity, I go on YouTube when I get home, type in "sign holder" and "sign spinner" and a whole world opens up.

I know people will put anything on YouTube, but this is a movement I was unaware of. Spinners are getting views of up to 300,000. People debate over who is the best spinner. They have a cult following.

As someone who develops events, I have total respect for guerilla marketing and street teams . I've worked on the Winter Olympics , The Essence Music Festival , NASCAR and Lilith Fair , so I know how important it is to have a solid team out there to engage potential customers. It doesn't matter how great your concept is, they will make or break your event.

So if you have the opportunity to create an event or a small scale consumer promotion, don't forget to weigh in the viral factor that will give your clients a lot more mileage for their money.

I don't know if he helped sell this house, but this spinner got a respectable 30,000+ views.

He's not a spinner, but I give him points for freestyle. He can sell me pizza anytime.

This guy got over 200,000 hits in the last four months. Maybe I should stop writing copy and work on my spinning skills.

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