Being at the right time, place and context.

The success of a crossmedial campaign leans on the User Experience concept for being at the right place on the right moment in the right context.. looks like Canon understands:

Notice how Canon used my profile picture in its cameradisplay (right context) on the moment I posted a reaction on a personal picture (right moment) just where I receive a confirmation of success for posting the message (right place).

And there you go, an emotional branded perception is a fact..