Customers truly enjoy engaging with brands that include them in their operations. Generally, companies subject even their most loyal customers to sitting on the sidelines, as mere spectators. Why waste these valuable brand advocates that you've likely spent years building relationships with?
Social media is a tool that can make customer involvement much easier.
Free the Children, a charity group whose goal is to eradicate child poverty, demonstrates this perfectly. They've partnered with various sponsors who have agreed to contribute $1 for every "like" they get on Facebook. This allowed supporters to be a part of the giving process, with a simple but meaningful gesture that they could feel good about.
Several brands have also created "name this product" contests on Facebook, as well as YouTube-based contests to make advertisements.
These sorts of engaging campaigns can create lifelong brand loyalty with winners and fun memories for other participants. Once you make a customer feel like a part of your organization, she feels sincerely good about supporting your brand.
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