One of the world's largest and most respected (and loathed?!) digital ad agencies Crispin Porter + Bogusky have gone all the way with making thier new site a social media filter. As with Modernista the site acts as a catch net for any mention of their agency or their work.
My tweet appears on the homepage filter
The principle is that their work is about generating feedback and conversations, so the site is a direct example of that. Although it never really allows you to get behind the scenes of the agency or hear their side of the story.
The site is only at Beta stage, so it's likely to morph new elements before the full launch.