How social media and search are extending the life of marketing campaigns

Van Adweek.com:

NEW YORK Last April, Reebok kicked off its "Run easy" campaign, using print, out-of-home, TV and online to promote the shoemaker as the everyman alternative to the catering of hard-core athletes by rivals like Nike. Three months later, the traditional elements of the campaign wrapped up -- except Goruneasy.com, a community site Reebok agency Carat set up for the push. There, runners kept coming back to share routes and post messages. Nine months later, they're still coming -- even from places like Australia, where Reebok never ran ads.

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