Post Magazine

October 2012

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ADVERTISING & THE Many brands have embraced the Internet as a way to engage consumers beyond what can be accomplished in a broadcast capacity. Experiences can range from informative to entertaining to interactive, and with mobile devices becoming even more ubiquitous each year, the opportunities to connect with a target audience continue to grow. Agencies, production houses and post production studios are also embracing online Each project presents a unique challenge, and many break ground, going beyond what's been done in the past. Measuring success also differs from project to project, but one common belief is that if an experience is engaging, it can be called a success. Here's a look at a handful of companies that have completed online campaigns recently. Each discusses the challenges and execution, as well as what trends they are seeing in the online space. opportunities. While budgets remain challenging, clients and brands realize the value and reach of Internet campaigns, and are allocating resources toward those efforts more so than ever before. Web Piston's work for Oakley allows visitors to create and share their own comics. 30 Post • October 2012 www.postmagazine.com Entertain, inform, embed, share… By Marc Loftus

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