If you plan to run a Times Square billboard with live performers, you will find MarketingSherpa's case study of Calvin Klein's stunt very insightful.
"When most advertisers use the term "integrated" they mean using the same creative elements across multiple media -- such as sticking the same photo in a magazine ad and an online banner. Cardelia [CK's VP of PR]decided to take the actual models that were featured in CK One's current TV and print ads and stick them into a Times Square billboard in person."
-- via Billboardom
