The upcoming movie After Earth has done a great job utilizing the tools Facebook makes available to pages.
Instead of the standard promotion effort, After Earth has created an entire history of the Raige family & space exploration by combining real-world events with fictional events tied to the movie, going back to 1908. All of these events have been added to the pages Facebook Timeline to create an amazing experience and backstory for the film.
This is a perfect example of innovative ways to use social tools to maximize engagement. Well done!