Social engagement to socially centric campaigns

It sounds a bit poncey, but I can't help thinking that social media marketing has moved on from campaigns that create social engagement to campaigns that are socially centric.

By this I mean that running presences in Facebook, Twitter etc to engage with brand fans is now a given for most companies. There are loads of great examples out there of brands using Twitter streams and Facebook Profiles to talk with their customers e.g. Comcast Cares, Makro UK , Lush Cosmetics.

Now, to gain consumers attention, I reckon companies need to be devising campaigns that run across all forms of media - social media platforms, TV, mobile, out of home - that have social interaction at their heart. That is, a social idea is the centre point of the campaign. Something that gets people talking, interacting and communicating with the brand and each other across any platform they want - not just limited to a Facebook Profile or a Twitter stream. Something like the Old Spice campaign.