It Tells a Story

The best way to avoid disconnected, myopic emphasis on devices at the expense of uses and relevance is to understand how new media might fit into what one could call the relevant story.
A relevant story is something that already exists--the new media devices don't create it. But it is relevant to the market, and it meshes tightly with their lives. Because it is relevant to a target market, it is specific to it. There's no way to export a good use of new media generally, because the story it works with and within is specific, not general
Case in point is the Toyota campaign released in Belgium that works with Google Maps. It fits specifically the lives of people living in those narrow streets, and it works with their pride in living where they do, plus their desire to help put their neighborhood on the map.