Embracing those who embrace your brand
So the Coca-Cola corporation discovered that their brand, Coke, was THE biggest fan page on Facebook–and Coca-Cola wasn’t even the owner of that page! Big companies are notoriously territorial about their brands. They could have contacted Facebook, who would have yanked control of the page away from the founding fans. But three cheers for Coca-Cola! They realized that usurping that page would have been the biggest, meanest way to take back control of their brand.
So what did they do? They worked directly with the founding fans to relaunch the Coca-Cola page. Then they invited the fans to the Coca-Cola headquarters, treated them like VIPs, and let them take a starring role in the transition. Masterfully done.