Leading up to the Super Bowl, Amazon ran some clever sponsored story ads on Facebook asking fans to engage around the Super Bowl (will you be watching?). That of course leads to indirect transactions (clicking through takes users to a Super Bowl merchandising page)... but that is a different message than merely displaying product. And it leads to interactions:- 12,000 Facebook users liked the ad - 1,200 commented (10%) - 150 reshared it (1%)
That's unique and rather compelling. But: the ad is still running - a week later. So it's no longer relevant or even logical ("like this post if you'll be watching the game next Sunday"). I love the concept of ad timliness - but just as it's effective to promote current events (ie the Grammys are tonight!) it becomes ineffective and stale when creative isn't rotated.