Pat Fallon and Fred Senn are co-founders of Fallon Worldwide, now a subsidiary of the French-based Publicis Groups S.A. Since its founding as Fallon McElligott Rice in 1981, their advertising agency has defined and refined the concept of creative leverage “for companies that would rather outsmart the competition than outspend them.”

Chapter 8 of their book, Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage, tells the story of their marketing campaign for BMW. A collaboration with Hollywood, the campaign turned its back on traditional television and used a series of short well-executed online movies to market the BMW Z3 sports car in late 1995 and early 1996, well before online marketing was accepted as a new and effective marketing medium.

Thirteen years later, marketing online is no longer revolutionary but all too often irritating or boring — and ignored.

If you’re looking for an engaging way to reach your target market online, consider a limited series of podcasts that brings your product or service alive through the most intimate medium, audio.