Check out Loveatfirstsite, a Lacta chocolate online entertainment effort from the Ogilvy Worldwide team in Athens.
The thing I like about it is there is a clearly defined role for the brand aka "Lov it, Lacta". It's not a love story about chocolate. Or about people who love chocolate. Or who are stuffing their face with chocolate while pursuing love.
It's a genuinely entertaining love story and Lacta is the architect, the entertainer, the enabler - the brand is ultimately what allows you to progress the narrative (unique codes on pack can help you unravel the trickier bits).
It feels like they've missed a trick with their Facebook effort. They could have really engaged people in the telling of serendipitous tales of love and "whatever happened to that guy I met on..." kinda stories.
Still. I like it. What about you?