Mediapost.com has a great article about Ben and Jerry's, and the ways they're using social media to reach people.
The most interesting thing, for me, is how they changed their strategy from announcing a giveaway location, to asking people a simple question - "Who wants ice cream?" In my mind, that's where it goes from being a "corporate promotion event" to a conversation. Instead of being made aware that if they want some free ice cream, they should head out towards the giveaway location (and hope that they haven't run out) - now people are invited to talk about their favorite flavors, or how they've been outside in the 90 degree sun all day and ice cream would really hit the spot. And, of course, having Ben & Jerry's deliver ice cream would be a dream come true in a situation like that.
It brings to mind this commercial from a while back:
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