Here is a nice piece of digital/social/real world convergence for laundry brand Ariel.
Setup in Stockholm Central Station, Sweden, the glass installation houses a robot arm designed to shoot liquids at white clothing. What I really like is that the robot is controlled via a Facebook app and seen through a live streaming cam. The idea is, you take control of the robot and try to hit a moving target. If you do, you win, and the guys at Ariel will wash that piece of clothing and send it to you!
I just wish the items of clothing were real sort after designer pieces.