In the age of content here's a very simple model based on Story, Distribution, Application, and the need to integrate technique and skill sets rather than channel or format...
Johnnie Walker have created a fantastic a mobile sensorium experience that takes consumers through a series of flavours, aromas and sounds to create a profile of their favourite matched blend. Sensors register the profilers individual selections to instantly reveal the perfect flavour for them. Expect more creative work like this across the category...