Earlier today, I gave an interview to American Public Broadcasting’s business show, Marketplace, about the role of social media in marketing campaigns. (The transcript and episode are here.) The story (which I believe is running tomorrow) was prompted by reports that fabric softener Downy was launching an interactive campaign featuring comedian Mike Birbiglio.

There’s nothing particularly new about the stunt that underlies the campaign. Starting today, Birbiglio is spending a week living in a Macy’s window display in New York sleeping on sheets washed in Downy. Birbiglio has incorporated his sleepwalking problem into his standup routines, which led Downy’s parent company, Procter & Gamble, to view him as the ideal spokesman for Downy’s sleep-inducing properties.

While he’s living in the window display, Birbiglio will interact with fans online. According to the P&G press release...

Consumers everywhere will be able to engage with Birbiglia through live chat sessions via his Twitter account (@BirBigs) and the Downy and Macy’s Facebook pages. Also throughout the week, Birbiglia will reveal findings from the National Sleep Foundation 2010 Bedroom Poll, which reveal consumer claims about the importance of sleeping on sheets with a fresh scent. Fans can engage with Birbiglia during the entire week by visiting Downy and Macy’s on Facebook (http://www.facebook.com/Downy or www.facebook.com/Macys).

In preparing for the interview, I searched the blogosphere for the commentary from social media experts I was sure I’d find. Most of the references to the campaign, though, I found on blogs and sites dealing with sleep disorders. Many of these dug deeper into the importance of fresh, clean-smelling sheets to sound sleep; one post said it was a small but important factor.

This alone is a win for the campaign, as trusted sources share the brand’s argument that fresh sheets make a difference. The company has even enlisted the National Sleep Foundation as part of the campaign.

Downy most likely would have garnered this attention from sleep-focused sites with or without a social component to the campaign. So where’s the value of adding social dimensions to the campaign? After all, a lot of social media experts are probably dismissing the campaign because it’s a short-term campaign that won’t serve the holy-grail goal of establishing and maintaining long-term relationships.

But let’s face it. Downy isn’t one of the types of brands with which consumers would want a long-term relationship. Fabric softener purchase decisions are based either on brand loyalty or lowest price, but having a relationship with brand representatives isn’t likely to push me to buy their product either way. If I think Bounce leaves my sheets smelling better, a relationship isn’t going to change my sense of smell. If I buy on price, a relationship isn’t going to save me fifty cents on my next purchase.

But we know that, for some brands, the act of liking a Facebook page is based on a desire to get notifications of discounts, contests, coupons, promotions and discounts. So getting people to the Facebook page, where they might be inclined to like it, can drive long-term sales as customers get their hands on the coupon or information about a promotion that will lead to a purchase decision.

Getting people to the page based on the opportunity to interact with Birbiglio (e.g., “What’s the craziest thing you’ve seen so far while in the window?”) is, you have to admit, pretty freakin’ clever. Think of this campaign—and other short-term campaigns that integrate social media—as focusing more on the “media” than the “social.” There’s nothing wrong with that.

Paired with the third-party credibility the National Sleep Foundation and buzz generated by sleep-focused bloggers, the campaign stands a good shot at success, particularly if you define “success” as achieving the goals established for the campaign. (No, I haven’t spoken to anyone at P&G and don’t know the specific goals they’ve established.)

It’s one more example of how a short-term campaign can be supported by social media without building strong relationships as part of the process—although heaven knows Birbiglio himself may attract more than a few long-term fans who had never heard of him before this.