I missed one thing in my last post – there is a role for heavyweight interaction in the future of advertising but it is very specific.
Think back to how relationships form: through many, lightweight interactions over time. However, once that relationship has formed, and people are deeply committed on an emotional level, heavyweight interaction has a place. Although the vast majority of our interaction is lightweight, we will sometimes do heavyweight things for people we love and trust. We will go the extra mile. The same is true for brands. Once you have built a deep emotional relationship over many, lightweight interactions, you can introduce something heavyweight. For example, you can ask true fans of your brand to tell their friends about your new product. Or you can organize something knowing that true fans will rally behind you and bring in their friends.
So the advertising strategy of the future: The majority of effort and spend will be supporting an always-on strategy based on many, lightweight interactions over time to build deep relationships and loyalty. A minority of effort and spend will be supporting a small number of heavyweight interactions with true fans to achieve specific goals (mostly around driving awareness of new things).
Thanks to @jpmaheu for stirring my imagination and memory regarding heavyweight interaction.