For an example of how major brands can be using digital to something completely unique, check out Volkswagen US - you can build your own GTI and then see it race round a track with a stunning German girl as a passenger, or build your own Jetta and see it crash into various objects (like UFOs, rhinos, humpty dumpty).
This is a great example of the extreme personalisation that you can get online combined with brand experience and engagement - something that can only be done digitally!
If you have any other examples of great digital stuff like this, let me know please!
Go on, let Helga (or whatever her name is) take you for a spin.
Steve