This works because it has Conversational Capital. Its playfully harsh approach disrupts the expectation we have of campaigns on Facebook: We are so used to Facebook applications asking us to spam our friends, that being asked to actually remove friends really shocks the system.

Also, this campaign comes at the right time. Topicality is essential to conversation – something that major brands often struggle with if they use 6-9 month processes to create campaigns. But this campaign taps into a trend for reducing and simplifying the friends lists that have got frankly out of hand:

“Social graph shrinkage: Sure, the total population of social media users will continue to grow but with the rise of mososo and a resurgence of in person networking, many consumers will scale back on both the number of accounts they maintain AND their number of so-called “friends” and “followers.” We’ll start using online social platforms to stay connected with the people we actually know and care about. Suddenly, being Facebook friends with your mom will seem less ridiculous than following 4,000 strangers on Twitter.” Greg Verdino, in Peter Kim’s Social Media Predictions 2009

Amen to that.