I think companies have finally gotten past the "We’re gonna test this stuff on Facebook" (or other SoNet) stage. Where else will brands go online to rally folks and stir up the fan base? I compare it to the early days of the web when destination portals ruled. Back then everyone went somewhere to get content. Nowadays, companies realize their websites probably aren’t the place where most users plan to hang their hat.
Brands now spend time researching where to reach customers and when done right, the payback can be big. Audi’s not only getting valuable feedback early on, but it’s creating a pipeline of customers for all those shiny new Audis that eventually roll off the assembly line.
via mashable.com
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