What has a soap bubble to do with the idea of 360° marketing? I imagine that the inside of the soap bubble symbolizes the whole product or brand world. And the transparent, colourful sparkling surface represents all crossmedia activities.

That means the media channels and the internal linkage should be transparent and noticeable for the recipients otherwise they don’t get to know where to find the way into the bubble. On the other hand the linking should consist of sparkling, interesting and varied enticements so that the recipients are attracted to follow the links and to get in the centre of the ad bubble world.

Translating into the 360° view transparent linkage and attracting content are the key elements for success. Otherwise the campaign could not maintain the tenseness and the bubble bursts.

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