When Worlds Collide

Yes, Facebook is closing in on one billion users, but the social medium may be most effective when the online world meets the real world.  In Britain, fans of Heinz could nurse sick Facebook friends back to health by having a real can of Heinz soup sent to them.  A laundry detergent cranked up the interactivity quotient as well, setting up a Facebook page where robots squirted various colors of stains on white shirts.  Not only could fans control which colors the robots squirted, they also received the actual shirt, with stains cleaned away via the product.  If you’re investing in social media, how can you break that wall between online and real life?