At a party in Toronto a few weeks back, Ferg Devins and the Molson team brought out several different beers to taste. Also on the table were some of the ingredients that went into their products. Now, it wasn’t like we were going to make beer there, nor did many people actually pick up or touch or otherwise interact with those ingredients, but by them being there, we all had this sense of the beer being very fresh, very wholesome, very authentic.

One thing that I feel is missing with all our focus on how social media will change the world is an eye for what we can do to introduce the physical world back into the equation. I’m going to correct that in a few ways in upcoming projects, as I move beyond preaching about how cool blogs are and into making experiences that help with building remarkable business communications experiences.

Want an example of a physical tie-in? Look at what Colin Browning from New Marketing Labs is doing with his Innovator’s Road Trip to SXSW.

What kinds of physical-meets-social-media tie ins have you built out lately?