CANNES, France — Real-time marketing campaigns like those now being executed during the World Cup are now a mature opportunity; next, they must become a regular fixture, says one agency unit online boss.

“There’s been a year or two of euphoria over it – Super Bowl, Oreos, these things,” Mindshare chief digital officer Norm Johnston tells Beet.TV “It’s about how do you do that on a more frequent basis.

“We have all these incredible destinations … we just don’t have a lot of content to feed the beast on a regular basis.”

He said earned-media exploits still need paid-media exposure to really fly.

We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.