The branding, tone and positioning of the TV and web counterparts should be a cohesive viewer/user experience.

This doesn’t mean the same agency needs to execute both components of the campaign but they should be working off the same brief and communicating with each other.

With just a little bit of coordination and effort, the messaging and tone should be a consistent execution of the TV experience.

Chrysler pulls off the tongue in cheek Dr Z campaign from offline to online by carrying over the TV ad’s question and answer theme to the web. While the animated, mustachioed spokesperson may take the notion of integration too far, the themes are right on target.

Viewers visit the website via a call to action in the TV ad to AskDrZ.com. Once there, the TV advertisements are available for viewing as is a question review and input prompt.

Mini-sites are an ideal way to integrate offline and online media, given the ability to break away from the global corporate/brand website creative to speak to the unique nature of the campaign.