Three years ago, I developed “Random Acts of Shaqness” — Twitter stunts designed to help Shaquille O’Neal bridge the virtual and physical worlds by, for example by posing like a statue in Harvard Square so fans could take pictures with him. Shaq wanted to surprise and delight his fans, to connect with them and make smiles scalable. No doubt this was a brand play at the time, and one that worked. Random Acts of Shaqness has been wildly popular and helped change the nature of O’Neal’s endorsement deals to include social media.