Businesses are keen to harness the digital world to extend their brands and increase sales

It was the autumn of 2005 when Fritz Grobe, a professional juggler, and Stephen Voltz, a trial lawyer, first heard from a friend the amusing revelation that if you dropped Mentos into a bottle of Diet Coke, it would explode. Performers at heart – the two were members of a regional theatre company in Buckfield, Maine – Grobe and Voltz went out to the backyard to try it. After the pyrotechnics, their first thought was: how far could they take it?