The document discusses Absolut Vodka embracing a strategy of "naturalism" or a more personal and passionate relationship with its fans on Facebook. It notes Absolut Vodka has over 500 million active Facebook users and provides examples of brand pages with millions of likes. It then outlines how Absolut Vodka could develop a mobile app to suggest nearby bars, music, drinks and hotels/hostels to facilitate a night out, focusing on establishing a more open yet playful relationship with its audience.