The document discusses how to run an always-on marketing campaign. It notes that the marketing economy is shifting from old school burst campaigns to new school always-on, interactive content led by technologists. It highlights Nestle's campaign for FUSIAN noodles which engaged the internet generation through non-brand speak and user generated content. The campaign allowed Gen Y to tell the brand story. The document outlines five things learned from the FUSIAN campaign: 1) respect the different levels of social engagement, 2) have a content strategy, 3) see your community as your brief, 4) adopt a constant attitude of improvement, and 5) measure the right metrics like content performance and unpredictability.