Shock Top's latest (and first that I've ever really noticed) campaign plays off this whole 2012 being the end of the world idea.  They put together a nice :30 spot, and have good facebook engagement to drive the brand's "likes" by allowing consumers to "Dare" their friends to do something crazy before the end of the world.  The challenges could get interesting quickly, but I'm most interested to see what the brand does if the world still exists after 303 days.

https://www.facebook.com/ShockTop?ref=ts&sk=app_190305091059951