An AdAge article notes “the debate rages on in marketing circles around the world: what works best — online or offline advertising? The answer is YES. To both.”

One thing we have learned over the past couple of years is that you can’t solely depend on the virtual world to solve all your communication problems. In most cases, there still is a significant role for offline media. When used correctly, TV, radio, print, outdoor and collateral, are critical to build awareness, reinforce reputation and build demand for products and brands. Campaigns are meant to work as a unit, with each execution providing a unique element to the whole, so don’t expect social media to stand on its own.

Earlier this year, Gap branched into the social media realm with its Born to Fit campaign. Known for catchy, energetic commercials, Gap moved away from television and directed more focus to web-based initiatives in combination with print, movie theatre and outdoor executions.

By altering their campaign traditions, Gap encouraged fan interaction and created an unprecedented word-of-mouth buzz.

Collaboration is a huge part of what we do. And creative minds don't always think alike. But that's what keeps things interesting around here. This post was written in cooperation by members of the Trampoline Branding staff.