The candy brand has rolled out an app on its Facebook Page that features Life Guidance videos from the brand's guru-like spokesman Dragee. The videos automatically integrate information from the recipient's Facebook Page. For instance, in the "Vain" video, Dragee notes how many times the person uses "I" or "me" in his or her status updates and includes some recent examples.
The videos, which evoke the 70s and 80s Dharma Initiative movies on Lost, with their skips and cheesy sound quality, are also cleverly designed to camouflage their customizability. For instance, Dragee walks behind a column when he says the person's name, so you can't see his lips move. Dragee's assistant, Rick, also holds up blank pieces of paper, on which information from the Facebook profiles are projected.
Mentos introduced the Dragee character in February with some equally wacky videos. But the app, created by The Martin Agency and Ted Perez + Associates, has more viral potential. After all, who doesn't have a vain, boring or lovelorn friend?