If we all had the same brand equity that Apple or Nike has then our marketing lives would be so much easier. Sadly, many of us aren't so fortunate, but smart well-executed campaigns can still engage an audience and start a conversation. Like many brands, tapping into the entertainment zeitgeist is a way to break through the clutter, and used wisely, celebrity endorsements can add value as part of a broader campaign strategy.

Leveraging the second screen to maximiz your TV ad buy and deliver the perfect marketing mix cocktail of awareness, engagement and ROI

You might know Mark Malkoff as the guy who visited and consumed purchases at all the Starbucks shops in Manhattan in less than 24 hours. Or as the guy who lived in an Ikea store for a week (a stunt that won the 2009 PR Week Campaign of the Year). Or perhaps you're familiar with "The Carson Podcast," in which he talks about legendary talk show host Johnny Carson with comics who debuted on the show, frequent Carson guests, and entertainers who were influenced by Carson. Recently he proved that Apple Stores will let their customers do almost anything-by having …

Last month, my post highlighted the big news coming out of the annual E3 and how brand marketers can expand ways to provide valuable consumer experiences and drive consumer engagement and revenue from gaming. I had a few former brand marketing colleagues ask me about the article and if gaming really was a good a draw for brand marketers as it was a few years ago. Their claim was the space was very fragmented and it was harder to find ways to participate. I love a good spirited discussion and especially over dinner and drinks.

When entertainment marketers want to win online, they need to get aggressive... like a Viking.