Digital storytelling meets Google Earth

Google Earth is turning into a multimedia educational tool but, most of all, into a powerful solution for online marketing. Recently we have been seeing a several campaigns using the Google Earth to challenge and entertain users (see, for example Fiat and Adidas just to name a few).
AdAge (reg. req.) has a good article on National Geographic and Discovery partnering with Google Earth to integrate their content offer and keep their readers abreast of ongoing expeditions.