The document discusses how to create an effective marriage between offline and online media for a brand. It emphasizes the importance of communication, shared goals, understanding, compromise, and equality between online and offline campaigns. A successful example is given of Coca-Cola's "Share a Coke" campaign which had creativity, strategy, and synergy across its media. Divorces between online and offline occur when there is no communication, connection, or integration between the channels. The key is for all media to work together with the same messaging and tone of voice.