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Mitchell says three main things have emerged over the past few years. First, while simply soliciting Likes for chances at a sweepstakes win was once enough to grab users' attention, that no longer flies. "Now they want an experience that's rich unto itself," he says. "They don't want to interact with this app because of a .001% of chance of winning something, but because it's fun and something they want to share." But that doesn't mean adding unnecessary layers of complication; the second thing the Movement team has found is that simple apps perform the best with fans. Especially on Facebook, where a friend's photo album or potential paramour's profile are just a click away, too much clutter without a simple call to action can kill engagement. The third key: plan for mobile, even if it means just a page letting smartphone users know the app isn't mobile compatible.

"Thirty years after it introduced a new type of colorful, graphical storytelling to the newspaper world, USA Today will unveil a redesigned print publication on Friday that pushes further in that direction, and a complete overhaul of its website that it hopes will produce a more fluid, app-like experience that some would say resembles the Flipboard mobile app. The changes to its website, which will launch in beta on Saturday, feel the most drastic. USA Today sites registered 38.7 million visitors in August, up 48% from 26.1 million a year ago. And USA Today Sports Media Group, a subset of that overall number, grew 133% from 11.6 million to 27 million over that same period thanks in large part to the January acquisition of the Big Lead Sports network of blogs."

New living room

The audience votes on which character they want to see more of and there are 16 possible outcomes

Nice multichannel online video/Xbox/gaming experience from Toyota

"Domino's and Blippar have created a mobile ordering app in Britain for hungry (and desperate) people with smartphones. The app interacts with billboards advertising the pizza chain's 555 deal. You point your phone at outdoor posters and billboards, and the app creates an augmented reality experience, allowing you to order a pizza, visit the Facebook page, and more."

Fitocracy at its core is a game.  While it has various elements of a social network, it's a game where you earn points for exercising and recording the exercise.  You can play to track your own progress, or compete against your friends.

Tweet a message to see it on the window. Promoted the Lady Gaga live exclusive to that store

verizon uses technology that can digital transmit a customer service rep in life-size in a setting and provide live interaction

first luxury brand to launch a commerce experience that doesn't require leaving facebook.

mercedes came up with "escape the map" game where you have to navigate your way through an interactive experience and complete challenges before your head gets blurred out.  when you finish you are entered in for a chance to win the car

30-second spot as "trailer for deeper branded digital experiences"

The film, to be directed by Sundance-winner Drake Doremus (Like Crazy), is based on the story of Alex, a young man who wakes up every day with a different appearance. Intel and Toshiba are seeking actors for the film via a Facebook Page. The first episode in the film is scheduled to premiere on Aug. 16 at 3 p.m. PST. The final episode will air on Sept. 20. In a bit of product placement, Alex will employ a Toshiba Portege Ultrabook during the movie. Grace doesn't appear in the trailer above, but he narrates it. The two tech giants collaborated on a similar project last year called The Inside Experience starring Emmy Rossum. In that case, the plot was moved along by comments from viewers on Facebook and Twitter.

House of Style web series on MTV blog starting Oct 9 -- planning to experiement with diff types of media like Instagram and Pinterest to engage viewers interesting to see how this will pan out

Most noteworthy of all, Johnson announced JCPenney's plans to completely change the checkout experience at stores. Using advanced Wi-Fi networks, mobile checkout, RFID (radio-frequency identification) tracking systems for goods, and all sorts of self-checkout possibilities, JCPenney will get rid of cashiers, cash registers, and checkout counters, the staples near the exits of virtually every store, as soon as 2014.

A new survey by mobile ad network Greystripe suggests mobile shoppers are more likely to evangelize brands or products than people who prefer to make purchases in physical stores. The study found almost half (49%) of mobile shoppers routinely writing reviews about their product experiences, compared to only 31% of their traditional counterparts.   But if a mobile shopper is unhappy with a purchase, that also indicates they are more likely to complain about it online. The study showed that mobile shoppers are more likely (31%) to visit a brand's Web site or app first when looking for product information than in-store shoppers (24%).

Smartphones are on a fast track to become the primary device for both creating and consuming digital content. According to the Pew Internet for the American Life Project, already a full 31% of Americans who own internet-capable phones browse the web primarily from their phones. These numbers are actually higher in emerging markets. What's more, there are at least three other factors at work here. First, images are global. They eschew all language and cultural boundaries. Photography is the only true universal medium. Nothing comes close. Second, images are distributable. The bandwidth required to transmit photos is minimal, yet the opportunities for quick, creative expression are plentiful. As of this writing, Apple's App Store alone has over 10,000 iPhone apps in its photo category -- many of them for editing. Photoshopping has been democratized. Finally, images are digestible. You can glance at a picture for as short or as long as you want. Photos are a non-linear, shared consumption experience. The same can't be said for video or even text.

"News and magazine apps are a segment where the momentum is likely to shift towards the Web within the next two to three years," noted senior analyst Aapo Markkanen. "Since news and media content already account for a large share of smartphone usage and are likely to play an even bigger role in later adopters' usage, changes in this segment alone will make subscribers on average download fewer native apps." The next wave of smartphone owners in mature markets like the U.S., Western Europe and Asia will download fewer apps than the first one-third of mobile consumers who bought smartphones, according to the report on mobile app storefronts. At the same time, ABI expects that in the games and utilities categories, the mobile Web will probably never catch up with native apps, due to the difficulty in matching the user experience. ABI's outlook on the future of apps appears at odds with a separate report released Tuesday by Strategy Analytics, which maintains that the emergence of HTML5 won't put much of a dent in the app economy. Instead, it predicts the Web programming language will lead to the spread of hybrid apps that combine HTML5 with native APIs (application programming interface) to harness the best of native and open standards.