I came across this campaign during my subway commute this morning. Was pretty surprised by the overt nod to Facebook terminology in the first ad's headline -- enjoyed it quite a bit. It's always exciting to see how brands begin to relate to this audience, and upon further thought, I'm wondering whether Dentyne may be just hijacking the SN terminology, and coming at it from a rather Traditional Media perspective.
The imagery doesn't tie in with the social media experience at all. The copy deals overtly with SN behaviors, perhaps they left the imagery to appeal to the portion of the audience who won't appreciate the online references.
It's also curious that the implication in the copy is against online social network behaviors. It reminds me of the banter you hear from non-enthusiasts, "if I want to connect with my friends, I go hang out with them," and the like. The notion that connecting with people over the computer is less-than a real-world experience.
I don't expect every campaign that references online behavior to have a tie-in to an online campaign, but this one seems to go out of it's way to imply that relationships are best experienced offline -- while it lures us in with the terms we use online. Ultimately, Dentyne doesn't get it.