The big brands continue to embrace the social media movement and are adapting it in many ways to increase connection to their prospects and customers – as well as to encourage them to help find more consumers who have similar interests.

Nike is using social media and viral marketing to promote its annual Human Race series by inviting consumers to join the race through an email campaign with user generated video. While there is no direct connection with a sale of products, Nike is getting users to help build its brand and when consumers are directed to Nike