Only a handful of marketers get a chance to tie an ad campaign to the incredible momentum a watershed entertainment moment like the Super Bowl or Oscars generates. Thanks to the forever-changed landscape of second screen and social activity, you'd expect it to be a simple thing to step away from the traditional TV buy and pump resources into digital channels. Yet, so many brands stumble when they try to run this play.

While still the steward of brands, marketers have relinquished much of the brand control to the audience they are trying to attract. As a result, experience management has become a main responsibility of the marketing team. From first impression, through bonding, and ultimately long-term loyalty, marketers are faced with an ongoing challenge of changing customer preferences, new interaction options, and an advertising environment that is ever expanding.

Marketing in today's connected world is a challenge no matter what type of audience your brand is trying to reach. But for entertainment marketers, who are working to reach today's Millennial audiences, this challenge is exceptionally difficult given the ever-changing ways they connect and share what they know and love.

"Pulp Fiction" had many great scenes between Jules and Vincent in Quentin Tarantino's classic film. In the above scene, Vincent, played by Travolta, talks about being in the red (that red part of the tachometer on your dashboard that you never get to), the danger zone.

As a person in recovery, I'm an avid fan of shows like "Mom," "Intervention" and "Private Practice." They seem to "get" addiction and recovery, and provide honest, sometimes serious, sometimes humorous portrayals of both. I've often wondered how they get it right. Are their creators and writers in recovery themselves? I don't know - but what I do know is that they use the great resources provided by the Entertainment Industries Council (EIC).