Yesterday was my speaking engagement at Web 2.0 New York.
On my panel were Dr. Augistine Foo, SVP Digital Strategy at MRM Worldwide and Greg Verdino, Chief Strategy Office at Crayon. I liked being on a panel, where the other speakers both "got it", and were there to teach (and not just speak for the sake of speaking).
Augustine did a case study on what they had done with one of their clients (Intel). If you watched and listened, there was a lot to learn. The one interesting point (something I had not given thought to)that he made concerned the 'permanency of a Web 2.0 campaign). He was discussing their Intel campaign which involved interactive banners, where consumers could chat directly with Intel engineers. Now this by itself is something you should note. You should make your brand teams directly available to your customers whenever you can. What I had not thought about previously though that I found interesting... After the campaign ended, all the interaction remains live somewhere on the web. So among other benefits, the interactive chats can become some sort of a knowledge base, and reside on a landing page somewhere as part of future campaigns.
So what can you take away from this? In a Web 2.0 world, your content need not die, and can live eternally (on a social network, in the twittersphere,on a Wiki, etc). This I believe is an important point that you should consider at the stage of architecting your campaign how this will effect what you do (not after the fact).