. >> the icons of this generation are the like button, tweet, reblog.is the biggest transformation that we have had in terms of communicating with consumers in our lifetime -- in our lifetime. hey guys! sorry we're late. did you run into traffic? no, just had to stop by the house to grab a few things. you stopped by the house? uh-huh. yea. alright, whenever you get your stuff, run upstairs, get cleaned up for dinner. you leave the house in good shape? yea. yea, of course. ♪ [ sportscaster talking on tv ] last-second field go-- yea, sure ya did. [ male announcer ] introducing at&t digital life. personalized home security and automation. get professionally monitored security for just $29.99 a month. with limited availability in select markets. ♪ with limited availability in select markets. so i can reach ally bank 24/7, but there ar24/7.branches? i'm sorry, i'm just really reluctant to try new things. really? what's wrong with trying new things? look! mommy's new vacuum! (cat screech) you feel that in your muscles? i do... drink water. it's a long story.

. >> the icons of this generation are the like button, the tweet button, the reblog button.ean, this is the biggest transformation that we've had in terms of communicating with consumers in our lifetime. in our lifetime. and so to not learn how to participate in those channels is outrageous. so to stand on the sideline is not an option. >> rushkoff: as a corporate marketing executive, bonin bough understands that when kids like something, it becomes part of who they are. and if kids want to express themselves by advertising his company's products, like oreo cookies, he's happy to oblige. >> the strategy was to reimagine pop culture through the eyes of oreo. we called it "daily twist." >> rushkoff: take the issue of same-sex marriage. if you're in favor of it and want the world to know, oreo is there to help. >> here, this platform gave something as simple as a cookie-- a cookie, which is, you know, two chocolate and cream in the middle-- the ability to have a perspective on culture that was so profound. >> oreos are gay! >> that one post alone had a million likes. a million