I hate this notion of "brand engagement." Sure they make cute commercials and may competently use social media but Old Spice exists to sell me deodorant. I'll buy or not but I don't want to be your friend.
I specifically don't want the emo overhead of engagement with the mundane products in my life. Sell me shit and then walk away. It's treated in nerd circles that brand engagement is the holy grail but I've decided I don't like it and don't want it.