Is it just me or does this feel too desperate? Kind of feels like the whole weblebrity craze on YouTube falling all over you for "subscribes"...which is fine for them, but pretty tacky for brands.
I also have a strategic concern about the fact we're creating closed walls around our brands and their content which can only be unlocked (or perhaps I should say un-liked) by "liking" them. In this case I expect the Like button to be immediately replaced with an "Unlike" button and a Thumbs down icon which allows me to opt back out after I've "unwrapped my chance to win prizes".
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