As Facebook marketing matures more companies have moved out of broadcast mode and started a two-way dialogue with their Facebook fans. This article on Mashable offers details on successful campaigns that have worked on Facebook to prompt passionate fans to take action in the real world.
"Kraft also tapped the power of its large fan base to achieve an outcome in the real world. The company recently worked with digital marketing agency 360i to launch a football-themed 'Fight Hunger Facebook Game' to support its Huddle to Fight Hunger initiative, whose goal is to donate millions of meals to needy families. The idea was to enable consumers to get involved in the cause of helping to fight hunger, creating a social engagement that by its very nature encouraged individuals to spread the word."