This is the second best facebook marketing program I have seen (The first being the IKEA tag an item to own it campaign). First, it's a large brand that I recognize, but generally don't give a damn about. But I did notice a couple things
They are marketing their facebook group, not trying to get me directly to their product. They are engaging me in an area I am comfortable with without forcing as much onto me.
FANS! 30,000 of them!