They've partnered with Buddy Media to create a new section of their Facebook page, dubbed the "Fan Zone", where fans can check out a calendar of Patriots-related events, play a Fantasy Forecast game, test their Patriots knowledge in the Patriots Trivia Challenge, send virtual Patriots gifts to their friends and more.
What's interesting about this new initiative is the fact that none of this is available on the official Patriots website. True, some parts of the Facebook Fan Zone still link to that website, but for the most part, fans would do better to visit the Facebook page than the official, dot com page.
As the importance of social media increases, I reckon that more and more big brands will put emphasis on their presence on social media platforms such as Facebook and Twitter instead on their official websites. Patriots' Director of Interactive Media Fred Kirsch explains the move: "We really weren't anywhere [before] as it relates to social media. We had to get into the game, and to have that kind of audience we have on Facebook, you can't get that kind of immediate impact on [Patriots.com]."
For more on this topic, check out this article: Is Social Media Making Corporate Websites Irrelevant?