I suppose a lot. It doesn’t need to be a mere data collection outpost. If used properly, it can definitely add to leads and the overall brand experience.
Recently I came across this fantastic page for Rbk (Reebok) http://www.goruneasy.com/RunEasy/ What was amazing to me was the manner in which a mere pair of running shoes is so beautifully shown as an absolute necessity. It makes me want to own a pair, but more importantly, wear it and run! There are very few pieces of communication that are able to create this kind of a desire.
Adding to the overall impact is the amazing use of Google Maps. Wow! What a way to bring in technology to enhance your idea. In fact, this has been my favorite saying; let technology not be the idea, use it to enhance yours.
The bits on posting your favorite runs, viewing and sharing of photos, comments, play list etc., too are brilliant. It not only adds the interactive bit, but also immensely adds to the overall brand experience.
