Digital plays a part across our lives, not on the ‘three screens’ many media companies like to talk about.
Here is a great example of this, created by Amnesia for Lonely Planet Stores in Australia:
The simplicity of placing a lonely planet book onto a screen to activate and instantly interact with content from the book makes browsing far more engaging. It would certainly make my purchase decision easier, when there is increasingly very little difference between a Lonely Planet Book vs. Rough Planet. So, when thinking about digital you should also extend it away from just online sites, mobile or TV. What are the other touchpoints that could be supercharged to meet your brand’s objectives?
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