The document discusses the concept of "Always On" marketing strategies. Some key points: 1) An Always On strategy means being constantly present and engaged across various platforms through consistent, lightweight interactions and content releases, rather than one-off campaigns. 2) Rihanna's prolific single releases are used as an example of an Always On approach in the music industry. 3) For brands, an Always On foundation allows various campaigns and product launches to be built upon continual, ongoing engagement with audiences. 4) Nike's #makeitcount campaign is provided as a case study, using a constant stream of videos, ads, social media and events to engage audiences over a long period of time