Fallon Planning Blog noticed how Wal-Mart and Target had launched similar back-to-college programs on Facebook, both allowing users to select from a set of pre-canned designs (and Amazon has something similar on its own site). While the two pages may share many interactive similarities, the user comments are strikingly different. The mood on Wal-Mart's page: "This is about the soul of our great country we most not let wal mart hollow it out." On Target's: "I love going to Target even when I have nothing in particular to buy." Click on the thumbnails for screen-grab enlargement; if you have a Facebook account and want to see for yourself, search for both brands and they'll come up on the top.
