Passive vs Interactive Engagment

Interesting article over at Interactive Marketing Trends about the latest Heineken campaign and what it suggest about advertising engagment. Think its pretty spot on, after all movies are passive but totally engaging (well, most some of them). See Avatar depression for an extreame illustration of that!

Digital is still very much the new, exciting, shiney toy for many marketeers. But sometime this means it can blind you from more traditional channels that might better solve the communications problem.

http://interactivemarketingtrends.blogspot.com/2010/03/engaging-doesnt-mean-interactive.html