With a relentless onslaught of new online promotional media that go way beyond old-school websites, banner ads, and email blasts, consumers are just tuning out marketing initiatives that don’t appeal to their increasingly connected, digital lifestyles. A world of quaintly interactive HTML and Flash-based “new media” web experiences has morphed into a digital universe of augmented reality, advergames, social networking, and virtual worlds—one that’s highly personalizable and uniquely shareable. And now that consumers are actively creating and participating in communities of interest (everything from politics to kickboxing to Kim Kardashian), building brands in the digital age has come down to a single word—“experience.” And on Madison Avenue—and for many marketers—it’s getting hard to keep up. So what’s the secret to marketing to those weaned on TiVo, Facebook, smartphones, and Twitter? Goodbye “new media”; hello now media. The On-Demand Brand presents an inside look at digital strategies being deployed by brands like Burger King, BMW, Doritos, Sears, Pizza Hut, the NFL, and others, getting to the root of what works—and what doesn’t—in an age of immediate, malleable, and very social real-time media. Today, companies such as Warner Brothers, McDonald’s, Unilever, Kellogg’s, and others have succeeded in moving beyond the first wave of viral video, social networking, user-generated content, and mobile marketing campaigns, and are now thinking much bigger, bolder, and far more bodaciously. Revealing the 10 essential rules for building on-demand brand experiences, this book shows you how to build awareness and demand for your offerings by honing in on the right combination of digital channels and interactions for your brand. Filled with insights and advice from some of the most innovative minds in