Just got back from IPA 2, which was good although most speakers were somewhat caught in the same dilemma. TV advertising is in a bit of bother, everyone should go 360. Which was great, but we all know that now. What we need is direction, a framework and some examples of what a good 360 campaign looks like. Most of the presentations that addressed this issue, went along the lines of "We must embrace this digital stuff - now watch my reel".
This is my starter for ten. The PC and Mac ads are everywhere at the moment. Can't move anywhere in the tube without seeing Mitchell and Webb. They use broadcast, disruptive media (outdoor) to create awareness, driving people to the apple website to prolong engagement. This is a very rough outline of the campaign, but does I think highlight the roles different media will need to play if brands are going to go 360.
Traditional - awareness
Digital - engagement
There are also other ways of fostering engagement (events/content) etc, but those mediums are not tailor made for awareness, or at least not yet effective enough to challenge traditional media's hold on this message type.
PC and Mac. Not great. But its a start. Plus - Mitchell and Webb haven't sold out. Apple is cool brand. End. Its not like they're advertising washing up liquid.