Smart phones and mobile apps have transformed the way consumers interact with media, says Mr. Lent, previously of the Hershey company. Now, TV viewers can "check in" to the shows they're watching and engage in virtual conversations with other viewers. Advertisers can serve up QR codes and Twitter hashtags to extend those conversations, which largely take place between fans, rather than fan to brand.
Product promotions are cropping up in surprising locations. For example, while browsing a website or blog, you might find links to the clothing or makeup a model is wearing or a customized product suggestion based on your browsing history.
The challenge for marketers, then, is to make the experience positive and unexpected for consumers, as well as to create a connection with them.