http://www.beet.tv/2009/02/advertising-ecd-on-social-media-i-consider-everything-we-do-to-be-social.html

The intersection of social media and advertising doesn't have to be on Facebook--or even online, according to Kevin McKeon, Executive Creative Director of highly regarded ad agency StrawberryFrog. "I consider everything we do to be social," he says. "...If we do a television commercial we want people to talk about it. If we create a billboard or a print ad, we want people to talk about it--we want the online community to talk about it."
In addition to blurring the lines between online and offline, Strawberry Frog tries to think outside the box with its digital campaigns as well. McKeon describes a popular interactive campaigns for Scion as an example.
--Kelsey Blodget, Associate Producer