Matt Mason is the bestselling author of The Pirate’s Dilemma and told us about his background as a Pirate Radio Station Dj in London. Pirate radio stations were very popular but every day the Police would try to catch them and the irony was that the Police department also advertised at their radio station since it had so many listeners. His message to companies -" if you want to beat the pirates copy them"
Here is the video of Matt Masons presentation from http://poptech.org/popcasts/popcasts.aspx?lang=&viewcastid=208
He gave an example of a viral video by Guyz Nite who had written a song about movies and had used "Die Hard" clips in their video and posted the video in YouTuebe to get some attention for their song. The song spread virally and got thousands of views and the Fox legal department rightly asked YouTube to remove the video for Copyright violation. After about 6 months the marketing department of FOX who were looking for ideas for spreading the message about Die Hard 4 contacted Gyz Nite to negotiate a fee to put the video back on YouTube this time approved .
Other panelists who spoke at the same panel were Clay Shirky and Chris Anderson
Matt wrote the book The Pirate’s DilemmaGoogle+