No, not the viral, Subservient Chicken kind! This time it’s ‘guerilla butterflies’ by courtesy of MSN.

Madison Avenue appears to be taking P&Gs Jim Stengel’s think-outside-the-idiot-box gospel to heart. This story on how MSN prodded the TV upfront media buyers with this message captures the new tone of MarCom:

“Friendly reminder: Consumers view multiple screens. Don’t spend it all in one place. An integrated marketing plan isn’t integrated without advertising online.”

Speaking of integrated marketing, and multiple screens, check the story of Nike’s Operation 6543 stunt in New York a few days ago. As for multiple screens, have you ever watched kids instant messaging each other? They can effortlessly chat on multiple windows!