I know my last post referenced a ClickZ article, but I just couldn't pass this one up. This article, http://www.clickz.com/3632238, highlights how Frito-Lay is leveraging its investment in sponsoring the Fiesta Bowl to gain more exposure, and more engagement with its customers. I won't go over the article in detail, but a few of the key items I see that display successful use of Web 2.0 are: