Editorial: AOL 'discuss' doesn't just talk integration

All credit to AOL and Grey for trying to move beyond the 30-second spot with the "discuss" campaign, which directs viewers to a website (http://discuss.aol.co.uk) and invites reaction to articles by people such as Alistair Campbell and Will Self. Consumer response looks impressive, with plenty of posts regarding the internet and invasion of privacy. Amid all the talk about interacting with consumers, it's good to see an agency put its money where its mouth is and using blogging effectively as part of an integrated campaign.