Brands hope to spark a lively, poignant or funny conversation that will have a life of its own. The comments from users and their friends have the ability to become a corresponding sponsored stories.
Facebook Launches First Agency-Designed Ad Unit | Digital – Advertising Age
I think I like this idea. Although perhaps “hope” by brands seems a little naive. But I suppose if brands ‘control’ the conversations, the ads could remain positive only. Seems like a great way to try and control positive AND negative sentiments.