We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of siloed campaign elements, brands should look at a bigger picture in which virtual and real co-exist in one symbiotic ecosystem.

Video content for smartphones is often the same stuff designed for TV – but squashed onto a smaller screen. Cartoon Network is changing this with the world's first 'micro network' – transforming what it means to be a TV network for the next generation of digital natives.

Successful campaigns masterfully build anticipation before a launch, capitalise on buzz during the event, and find ways to extend and maintain communities afterwards, turning ephemeral moments into cultural totems. Those which don't, vanish.

"When we say money, it means spending. When we say credit, it means debt," drawls Stromae in ‘Alors on danse’, the hit that put the Flemish-Rwandan pop star on the map. But why is this mournful, post-financial crash dance anthem so popular?