Brands Take Social Media Into Real Life

The menu of McDonald's and Miller Lite wasn't exactly haute cuisine. It was enough, however, to satisfy the 150 hockey fans who got together last week in New York as part of a series of parties organized online by the National Hockey League to celebrate the start of the playoff season. The NHL held what is probably the most extensive "Tweetup" to date, using the service to hold parties in 23 U.S. and Canadian cities. They ran the gamut of large and small, with some like the one in Regina, Saskatchewan, drawing 350 attendees and others, like the one in Edmonton, Alberta, attracting just 10...