“What’s new is how this example reframes the definition of advertising. It does this in at least five ways: First, it places advertising messaging — where the product is the media platform — into the social flow of everyday life. Second, it calls upon the giver to create what is, in effect, the advertising message to augment the product, making this an example of participative (and, at scale, crowdsourced) creative (to which Diageo has unlimited access). Third, it enables users to personalize products, by definition, in unique ways. Fourth, it converts existing, even generic, products into functionally intelligent ones, which (with the addition of smart phones) can deliver dynamic ad messaging linked to specific physical objects. Fifth, it creates a rationale for the consumer to have an on-going relationship with the brand — by linking continuing online interactions to real world product-based experiences.”

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