WestJet's Miracle video was awesome. The better half was watching Dish Nation (a TMZ knock off using morning radio shows) and they were talking about it.
I read an article about how it wouldn't actually affect WestJet's market share as in the airline industry nothing matters but price. So even if you loved the video if it's $50 cheaper to fly Porter or Air Canada, you won't be flying WestJet.
Where that marketing does make sense, is that if they are the same price you'll pick WestJet (although I think most are anyway). Additionally, I'd be curious to know how much money they've made off ads on YouTube. According to
http://ytcalc.com/ 30,000,000 views would equate to between $9,500-$80,000 CDN. That could be enough to cover the costs of the marketing stunt.
It's not clear how much accounts make on YouTube videos, so it could be higher than that. Interesting to think that WestJet could be being paid to advertise themselves and thus it not costing them anything to get that marginal decision when prices are equal.