I agree with you. I think that is where they failed is to really use the platform to engage their users and went back to the traditional marketing tactics. Th

I agree with you. I think that is where they failed is to really use the platform to engage their users and went back to the traditional marketing tactics. They made an effort and then at the last minute held back that last crucial element of social media: social. They stopped users dead in their tracks from really engaging and put up barriers (I didn't install, maybe there is some great social functionality hidden away in their application fortress - but again, it's a walled fortress, the old marketing tactics). I think they could do it better, I emailed their marketing department and told them so (no response... yet?). That's why I liked IKEA's the most, it actually engaged users and generated some buzz/pr (presumably without spending nearly as much, just giving away from free stuff). I guess I have 2 questions for you though a) how should they run campaigns? b) examples of well run campaigns on facebook?