Kickstarter backers of the "Veronica Mars" film project were surprised to find that their digital download of the movie required use of the Flixster app to access an Ultraviolet account. To their credit, however, Warner Bros. responded immediately to download problems by agreeing to issue refunds so backers could purchase the film elsewhere.

United will begin providing free movies and TV shows to fliers via their iOS app next month. The sponsored program underscores how the battle for attention in any given space is now moving to personal devices.

Bolthouse Farms is making waves in the health juice market with delicious creative executions that leverage a range of mobile social tools and some of the trope's user-gen content. It is a branding exercise of the most challenging sort: make it fun, irresistible, meaningful.

Second-screening is even more prevalent outside the U.S. Go figure. Could it be that our programming is just so much more compelling and captivating than elsewhere? Nah!

It may be a happy accident, but director Jon Favreau's use of Vine to promote "Chef" has shown some of the ways this channel can build a unique and genuine narrative. It blends authorial and user-generated elements into a fabric that helps potential audiences identify with the project.

The enterprise is not only internalizing mobility at an astonishing rate. Executives are now seeing how key platforms in next-gen marketing, from AR to wearable computing, LBS to voice recognition, are relevant to their own businesses.

AdColony is expanding a beta test of in-feed autoplay video ads. The format strives to be "native" to the feed scrolling reflex now ingrained in the mobile media consumption experience. It also has an interesting solution to autoplay audio.

Hey Detroit -- the smartphone wins. Apple's CarPlay underscores why seamless and familiar mobile interfaces in cars are inevitable. Even more to the point, the data -- both actively made and selected by you and passively collected about you -- will make the car all the smarter.

Roku follows part of the Chromecast model with its new Streaming Stick. But these are all just transitional until personal devices talk more directly to the TV. But wait! Do personal and shared screens really jibe so easily?

Brands would be a lot better off if they gave us things we liked rather than trying so hard to get us to like them. Heineken's new movie pitch contest is a little idea wrapped in too large a premise. But the end result is just people goofing around. Which is perfect.