What is the answer to the simple question: “what do you do?” For me, it becomes more difficult everyday. What was once “event marketing” or “promo marketing” has shattered into a thousand pieces, each as sharp and reflective as the next. How can I align myself with one when I, at times, use them all?
Which brings us to activations like Catch the Flash from our friends over at Nike:
Is it an online activation? An offline one? A game or a run or a stunt or an ad?
I say it’s none of these and all of them at once. It’s a clever idea that explodes across the traditional boundaries of a branded campaign, reminding us just how hard it is to define what an experience can be (and what a joy this medium is for a creative!).