But sometimes there is a tendency to get overexcited about the technology itself, rather than what the technology enables you to do.
A brand isn't cool just because it has a facebook page or tweets. A twelve year old can do both those things. Probably better than you.
What's cool about technology is not what it is, but what it does. What it enables you to do.
And when the convergence of an idea and technology is at it's very best, you don't even notice the technology at all. It just becomes a part of the storytelling process.
The new film by Chris Milk for Canadian band Arcade Fire is a co-production with Google, using the the bits of wizardry at the pointiest bit of the pointy end of their arsenal. Which is pointy to the power of ten.
But funnily enough, once you're in, you forget all about the wizardry and just get lost in the moment.
Try it for yourself here.
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