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They already do Facebook and YouTube games, and they also include blogs, telephone and mail. They're called Alternate Reality Games (ARGs) and I have no idea how you find them.
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There are only two that I've ever known.
One is the Portal 2 promotional ARG.
The other is the Marble Hornets ARG.
They look fun, but I guess there's not that many of them because they talk a lot of effort and thought to create and run.