All the cool kids say so... social media is bullshit. Diesel hosted an "analog" party to engage people in Germany with the brand. They encouraged people to get off the computer (and stop reading blogs like this) and go out to meet instead of tweet.
Thanks to @adsoftheworld for the find. Check out http://adsoftheworld.com/media/ambient/diesel_be_stupid_facepark to view the case study.