And social media does confer unprecedented power to organise, promote and punish, argues Euro RSCG. “The latest social media ‘crusade’ is against Joseph Kony, leader of the Lord’s Resistance Army in Uganda and a self-proclaimed spokesperson of God. The world watches to see how long he’ll be able to evade the thunderbolts from the new ‘on high’.”

Plus for those whose misdeeds eat away at them, social networks can to serve as a place of confession and public contrition. In fact, there are websites – Confessions4U.com, Noteful.com, Unburdened.net – devoted solely to that purpose.

“It can be argued that social media already is playing a quasi-religious role – offering a place to seek truths, to join with like-minded others, to invite judgment of one’s perspectives and behaviors, and to find solutions to life’s myriad challenges,” says the report. “Judging by escalating usage numbers, it certainly could be characterised as an ‘opiate for the masses’. And it’s one medium in which marketers would be smart to unleash their most persuasive brand evangelists.”

For instance, there’s Projeqt which aims to bring to life those dusty old presentations, or let people create one from scratch, via the Projeqt dashboard. “By pulling live tweets or blog feeds, inserting an interactive map, adding audio notes or simply streaming videos that you’ve found on the web – they can all live in real-time and be shared for everyone to see,” Pilot.is says. “Let your presentations be as dynamic as you are.”

The agency is working with Wrigley’s 5 Gum on the What’s Next? campaign which gets 5 together with British artists. In March, that meant the first in a series of Evolution Experience events – for the new ‘Evolution’ flavour – which saw Labrinth, Stooshe, Pepstar and The Correspondents on stage at London’s Pulse club. Fans were able to bag free tickets via the 5 Facebook page.

“With Wrigley’s 5, we have unearthed fans who are enthusiastic, urban, social-currency-seeking types who are different from the brand’s core target,” says Emmins. “With Wrigley’s it’s a lot about social media, about giving people the space to interact, and about connecting them with musicians.”

Also on the Amplify roster are brands of the calibre of Red Bull, Honda, Sony and Converse, while the agency also worked on a campaign for housing charity Shelter to promote awareness of the issue of exploitative landlords.

Emmins adds that for brand fans, attachment comes from them co-owning the brand. “You need to completely understand that audience and work out how you can add value, and how the brand can get recognition for that. However, you always have to remember that super fans have massive appetites you need to feed. And that they are opinionated. But at Amplify we are all about helping brands pioneer the untraditional.”

Amplify has just released a short film, Fan Culture, exploring the role fans should play in marketing. The documentary looks at how a brand can identify their fans and harness their passions.

“We anticipate that a number of brands will explore opportunities with Instagram and other up-and-coming social networking sites and mobile applications,” says Eilon Zarmon, head of Tribal DDB Israel. “Our brand website on Instagram serves as an expression of how much we love digital tools and opportunities for collaboration with tech companies.”

First ad agency on Google+, anyone?

The agency said it moved its homepage to Pinterest to understand more about how the destination works for brands.

Shades of Boone Oakley here, the US ad agency which shifted its homepage to YouTube back in 2009.

“One Copy Song makes the release of a song an intimate experience, bringing you closer to the artist and the community,” says RG/A. ”Moreover, it brings back the anticipation around the release of new music that’s been lost in the digital age.”

And it’s also a piece of neat marketing which creates buzz.

One of Poptent Productions’ pilot clients is Dell, with a campaign which led to the broadcast of a high-profile TV ad aired during US college football’s BCS Championship Game. Dell currently has several assignments underway with Poptent.

“We believe that Poptent Production’s unique model is highly beneficial both to our clients, by being cost-effective and fast, as well as to our community of producers, by providing opportunities and incentives to be directly selected to work for some of the world’s most visible and respected brands,” says Andy Jedynak, Poptent CEO.