Great digital marketing campaign

Odwalla, the American beverage and nutrition company, is known for its fresh fruit juices, smoothies, and food bars.  Its main brand messaging focuses on combating processed and junk foods.  In a similar vein, the health food company began its "Plant a Tree" program in 2008 as part of its core mission and vision to create a better living environment.  This year, in 2010, Odwalla opened the program up to all 50 states (it was in 11 states in 2009).  You can simply go onto Odwalla's website, sign in with you Facebook ID (that's the kicker) and click on the state you'd like to plant a tree in.  The bottom of the page tells you how many trees have been planted, which states are the front runners, etc.  I think this is a genius way of combining social networking, consumer engagement, philanthropy, and brand awareness.  This makes sense with Odwalla's brand positioning and mission statements, plus this is something consumers can feel good about participating in.  The only part I don't like is the link with Facebook, but I understand that Odwalla has to get its ROI from somwhere (collecting CRM databases).