In your opinion does grassroots marketing work?

The power of grassroots campaigns and movements was instrumental in Obama's Presidential bid. It helped him become our nation's first African-American president. Other companies like www.ventanabierta.com are using the internet and social media to give Latino consumers the power of large lending institutions. By creating bargaining power though bundled assets like home mortgages, student and car loans and credit card debt for the Latino community this company has started a social movement directed at Latinos in the USA. Will it work?