Grey Poupon: "The Society of Good Taste" (Facebook)
The goals of campaign were to create a sense of exclusivity for the Grey Poupon Facebook page and curate a highly relevant and qualified Facebook audience. Here's how the campaign was implemented on Facebook:
Users who wanted to become fans of the Grey Poupon Facebook page were required to apply for a "membership" through "The Society of Good Taste" application. The app scanned users' Facebook profiles to learn more about interests, friends, etc., and then automatically assigned users a score that determined whether they had good enough taste to be a fan of the Grey Poupon page.
Why this is one of the best social media campaigns of 2012:
It's very unique. The idea of turning away Facebook fans inherently seems preposterous. However, with so many brands and people on Facebook, there's a lot of noise. This was Grey Poupon's way of ensuring its Facebook community was really there for the brand.