I like the idea of brands interacting with customers on an everyday level rather than simply relying on big TVC campaigns. It seems to make them more relevant to people’s lives. A while ago, Vodafone UK asked friends on Facebook what they would do if they ruled the world. One guy said he’d wear skinny jeans and give everyone an ice cream. So Vodafone made it happen, hiring three ice cream vans to drive round Swindon.