My observations are less about coordinating the logistics of a multi-channel, integrated campaign – which is no easy task – but rather about the strategy itself.

I am continually amazed by the number of brand-building campaigns that seem to rely on two severely overdone techniques: the microsite and consumer generated content. Enough already. Here’s the thing – and I’m certainly not the first to say this – but brands and advertisers have to understand that the days of building it and the consumer will come have long since passed. Fishing where the fish are is the key to consumer engagement – you can no longer expect to incite a movement (the site touts, ‘Join the Movement’) by creating a slick microsite, supported with considerable media dollars and expecting the average consumer to care enough to investigate, let alone participate. Heineken claims a ‘million new friends’ have shared their experiences – I find this number very difficult to believe.

So what’s the result? The site is littered with photos of people posing, drinking beer and random comments about the beverage…”notable, extraordinary, smooth, etc… Now that’s content!

The point is, marketers and advertisers alike must recognize that the Internet has effectively aggregated consumers into large, reachable groups who then segment themselves based on their interests and preferences. Why would consumers go to sharethegood.com to post their pictures when they’re already doing this at Flickr and Facebook? As the Internet matures, consumers are limiting where they spend their time – they may be spending more time online, but they’re doing so at fewer sites. Bring the brand experience to the consumer, don’t make the consumer find you.

The key is utility or entertainment, and hopefully they’re not mutually exclusive: give the consumer something useful or entertaining – and deliver these where they already are – and they will reward you with interest, engagement and participation.