"AXE Anarchy: A Social Graphic Novel Marketing Campaign"

LINK: http://www.creativeguerrillamarketing.com/guerrilla-marketing/axe-anarchy-social-graphic-marketing-campaign/

The above link from demonstrates how a CPG company like Unilever has utilized digital marketing to create new ways to interact with its audience. The "Anarchy" comic campaign essentially crowd-sources the storyline of the comic and uses social media to deliver the content via YouTube. Additionally, consumers can opt-in via social media to be included in the content by illustrators who will draw them directly into the story.

I think this is an interesting instance of utilizing social media to engage an audience to interact with a brand -- even drawing them into the story itself.