"In F. Scott Fitzgerald's The Great Gatsby, the eponymous host is famous for throwing fabulous parties at his mansion on East Egg, Long Island. Gatsby has created a mystique for himself because the parties are always full of strangers. They're incredibly fun and exciting, the food, the music, the drinks, the scenery, the people; none of the guests, however, ever get to meet Gatsby. No one even knows who Gatsby is.
This reminds me a lot of how many brands operate on the web. Create an incredible micro-site, tons of people visit it and have a great time. …And then they go away and never come back. The same goes for stunts in social spaces like Facebook or MySpace. Do a big promotion, get lots of fans, and then disappear without ever actually meeting anyone."