Social vs experiential or social + experiential?

They see social media as a distraction from important things, a flash in the pan and something played with by the young. Unfortunately for them “the real world” and the social world are getting more and more integrated every moment.
 
Sometimes it will take the form of an action in a social space actually influencing the physical space. Take for example the excellent Granata Pet Snack activation. This was a poster board that distributed pet food to dogs on the spot, via a food dispenser, when their owners checked in on Foursquare.
 
Another example is Ford’s launch of the Explorer on Facebook in 2011.
 
And sometimes it will be a far simpler, with physical spaces influencing social developments, like Imagination’s Facebook movement app for Ford’s presence at the Delhi autoshow.
 
We had a crowd game on-stand where users grouped together to drive a car round a circuit by waving their arms. We have then used Facebook to bring the autoshow experience from the “real world” to the social world using a game where you drive a car round a circuit by waving your hands at the webcam on your computer.
 
Whether it’s integration or influence, the distinction between social media activities and “real world” activities is becoming more and more blurred. You can ignore social media if you want to but you’re already missing on out amazing real world opportunities if you do and that’s only going to get more pronounced.