I’m guessing that CWU, like most agencies, feel the pressure satisfying the request of clients who want to include every shiny new marketing vehicle in their programs – regardless of their appropriateness. While some may be just the ticket to reaching your audience, starting with a foregone conclusion inhibit client/agency partnership in putting together a strategy to reach customers where they are and engage them in a meaningful conversation or brand experience. In the interest of full disclosure, I once did this to CWU when I was their client and they were trying to indulge me by experimenting with a branded character MySpace integration. That sounds “so 2005″ now, doesn’t it? Let’s hope 2008 is the year of meaningful customer engagement and less meaningless noise.