From Daniel Light’s ‘Idea is the Format’, who was very much involved in the fantastic Watchmen campaign. It’s long, detailed…. but still interesting. I particularly enjoyed this comment from the excellent Maria Popova:

‘And it seems that the former (like Watchmen) focus on WHAT story they tell, while the latter obsess too much with HOW they tell the story — for example, Disney’s failed Prince Caspian twitter tactic, a sad and utterly unengaging medium-before-message fiasco that tried to talk at an audience it didn’t remotely understand, without offering any sort of additional value extending or complementing the film’s inherent storytelling.’