Armed with an original script and a herd of exploding cows, the show was anointed “one of the funniest things I have ever seen” by media pundit Jim Cramer. Unfortunately a promotion is only ever as good as a product, and an E.colioutbreak ended much of the good work. Or, you can participate as a viewer. Chipotle, again, did this technically very well, aggressively slaying agri-business in “Farmed and Dangerous”. The word not to forget in designing communication in this quadrant is “entrancing”. Does the content reward you as it engages you? Otherwise it will become as quickly expendable as the vast mass of unconsumed content. 3. Smart Content There’s been a lot of “smart” around in the last 20 years: smart cars, smart phones, smart carts, smart homes – and smart arses into the bargain. So, why trot it out again with content? Participatory gaming is at the heart of the next-level brand experience our sister agency, David, created for Fanta. Rather than create a highly-scripted environment, Fanta offered its audience a full palette of tools and material to create gifs, videos, and beats to share with the world. Fanta expertly and helpfully inserted itself into a range of fun behaviours that its audience was already engaged with.