We harbor the somewhat delusional opinion that consumers are waiting with bated breath to follow our communication across all media channels. See the Youtube video, click the Facebook link at the end. See the sneak peek behind the scenes short at the cinema, so you can then share it on your special app.
The reality is that it’s hard enough to get someone interested in viewing even one ad. But let’s assume for a second it is true. Some brands do an excellent job of maintaining the unified message. Adidas and Nike and Starbucks are consistent across all media. So no matter where you are, you see the same message, even if the executions change.