Every now and then, a social media campaign comes along that is so relevant and engaging (and in this case humorous) that it serves as a reminder why businesses are falling over themselves to get involved with social strategy. Heineken has come out with this fantastic Beerfriender campaign on their Facebook page which I think is one of the best examples of social media marketing I have come across. They are currently promoting it via Facebook ads - enabling them to target their age and sex demographic. I would be interested to hear what you think but notice the way the selling of the product is almost a secondary feature or by-product of their primary concern - their customer's need. By placing the customer at the heart of the campaign, they have already generated a significant amount of buzz on social media tracking websites. I would be fascinated to know how many sales it converts into although as a brand awareness piece alone, the number of conversations about it online currently suggests it has done its job.