here's a notable example of a brand dipping its toes into the social media waters. it's for cottonelle toilet paper, and it's basically a national poll about whether we all prefer to roll the toilet paper over or under. is it the most dramatic issue facing us as a society? no, that would be the future of brangelina. but it's up there.
the campaign is a nice way of finding a conversation point that 1) is relevant to the brand, but not strictly about the brand; 2) everyone can weigh in on. always a good start. it smartly takes advantage of the usual suspects (facebook, youtube, twitter, mom blogs), they bought the right search terms, and the microsite is data-rich, with a breakdown of the poll by state. (what is up with the "under" vote, california?)
if you argued the execution of it is more than a bit weak, i'm sure you'd be really convincing. but above all that, it reminded me of one of the neat exercises i learned at a hyper island master class a couple weeks ago: always ask, "and then what?"
brands keep asking for our attention and participation. well, here's an example of successfully getting it. now what are you going to do with it?