Coca-Cola is respected as one of the companies who is tops in terms of having social media marketing "figured out." They do a great job of marketing on their Facebook page, Twitter, and so forth. However, one of my favorite innovative uses of technology is seen in their "Give the World a Coke" campaign that was re-released last year.
The beverage giant released a commercial, referred to as the "Hilltop" commercial/song back in 1971. It opened up the concept of giving the world a Coke, but at that time, it was merely a dream.
Last year, the ad was re-introduced, but with the added feature of vending machines that were strategically placed around the world. From these machines, people could select various locations to send a Coke to, and even record a brief video message for the recipient (who was a complete stranger). Through this campaign, Coke and its customers were now literally able to "give the world a Coke."
This is a great example of a company dusting off a great campaign that was created decades ago and taking it to a whole new level by incorporating today's technology.
Here is a link to the full creative brief for the project, and here is the link to the original commercial.