Taking something old and giving it a new twist:
In 1971 Coke created a campaign bringing in youth from all over the world to sing a song about giving a coke to the world. With current technology, this is now possible. Teaming up with Google, they created vending machines that allow people to give a coke to the world.
Original 1971 Campaign
Campaign combined with new Technology
This campaign allows people to get involved and interact in a fun way with people they most likely will never meet in real life. Engaging customers with exciting activities help the customer stay involved. Since it is unique they are more likely to share it with their friends.
Read the StarvedFool‘s take on this.