This reading gave us great insight on how web and mobile advertising have evolved and have extended beyond the basic grid layout. Depending on the message and the brand identity of a product, the website layout and its use can strengthen the connection it has with its consumers/audience. I think the most effective use of a brand's website was when Doritos developed the Concert in a bag campaign where consumers who purchased the Late Night Doritos bag where invited to watch a personalized concert by Blink 182. At a specific time and date, consumers were able to log into and with their bag, able to control the angle of the concert.
Below is the link to the case study:
http://www.effie.org/winners/showcase/2011/5312
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