I’ve been marketing media and advertiser brands all over the world for over 20 years, including launching Logo, the first-ever 24/7/365 LGBT media brand. From 30-second commercials in the golden, pre-digital days (looking back I call those “the easy days”), to today, leading social media and VR projects, scrapping it out for microscopic millennial attention spans.

Nothing prepared me or my team, however, for what happened on a recent campaign for online travel company, Orbitz. After launching the social media video campaign, we watched as thousands of Facebook comments started in a rapid-fire chain.