One of the more intriguing stories i've come across so far has been that of the sports drink company Gatorade and their campaign of something they call "Mission Control." This is a new way that Gatorade is attempting to market by researching and responding in real time to its different social media outlets. The goal of this project is to take the Gatorade brand and make it into the largest participatory brand in the world by giving the fans more access to its scientists and athletes. Gatorade tracks and monitors such things as tweet counts to gather information on how fans are reacting.
Here is a link to the Gatorade Mission Control YouTube video.
http://youtu.be/InrOvEE2v38
You can also find Gatorade on twitter and facebook
https://twitter.com/#!/Gatorade
http://www.facebook.com/Gatorade
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