2010 is proving to be an amazingly interesting year. I think that above all, many brands are realizing that they have to augment consumer's experience - and by that I don't mean more augmented reality stuff but rather stunts like this new McDonald's outdoor interactive billboard campaign.
Increasingly brands will have to offer their consumers more; a role to play, utility, fun and a platform to communicate. Very soon - this will be a requisite for any interaction with the brand and if your brand doesn;t speak that language consumers will simply white it out - ignore it.
Just a thought - some rambling I hope you guys can make sense of.
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