As we continue to dig into the topic of convergence, it is especially important for me to explore the ways in which big brands are juggling the new order. Scott Erickson is brand director for Bing, and the guy behind the "Bing it on challenge." The "Bing it on" campaign exemplifies Scott's focus on delivering the right message in the right place at the right time. As we discuss in this video, all brands are now operating somewhere in the digital convergence spectrum. How they use media, technology and creativity to inform each other is a never ending dialogue -- or dare I say a dance.