Social Media people, look what's on TV

The people at ABC Copywriting blogged about the recent @ShippamsPaste social media case, a company who was delivering tweets 'in an engagingly naïve tone with adventurous spelling and punctuation'. It is a very interesting analysis, worth reading. The piece of thinking that struck me the most was this one:

'The social content that people genuinely respond to is much closer in spirit to a traditional interruptive TV campaign than it is to ‘engagement’ – however that hazy term is defined.'

I think it depends on the case, but it could be true. Creative and disruptive TV commercials work and have been doing so for decades. They have been developing a communication style that proved successful, regardless the lack of interactivity of the medium. Today, the same creative logic still applies to any type of communication platform -TV or online-; the message that manages to get people's attention, wins.