Internet is becoming a more and more popular space for promoting products and building strong ties with target consumer groups. Brands know it, and people know that brands know it and they do not mind to be part of this ‘game.’ On the contrary, users are actively getting engaged into the digital activity of the global companies and easily adopt new ways of communicating with brands and enrich their experience as iConsumers. Why is it so important for brands, how can they benefit from it and what ways do they choose to get people connecting with them online? This is the theme of our today’s review.