I love Jaegermeister Society
Ages ago I wrote something pretty boring about Facebook and how it's useful etc. Blah, blah, blah.
In the spirit of show, not tell here some more stuff that hopefully illustrates the point rather than making me have to write about it.
This Facebook group has 684 members who all love doing Jaegerbombs. They are mainly from Cape Town and Jo'burg and are basically super charged brand enthusiasts unwittingly doing a great marketing job for whoever sells Jaegermeister and Red Bull in SA. Drinking solutions, market research, sales drives, word of mouth, PR and brand ambassadors. Not sure you need much else. They are even making their own adverts!
Effective? No question!
Let go of your brand. Let it be hijacked. Team up with a suitable partner (Red Bull), identify specific groups of people. And watch your brand take off.