I really like Lurpak's Bake Club. It's not devastatingly cool or clever, there's no killer app or amazing use of technology, it's just really useful and makes me feel nice. People are getting used to technology that we would have thought impossible ten years ago. You can't flash bastard people into engagement anymore, guess what? It's back to ideas for people.
I like the way it's designed for humans rather than ad people. I can't speak for other people, I don't know the strategy, but as a person, I like the way it brings people together, it doesn't want to turn them into Delia Smith, just do something you're proud of to share on a regular basis.
That's what I like about baking, it's something you do for other people far more than cooking. I don't really bake much, but I want to get good so Will and I can do it together. We'll get in trouble with Mum for making a mess in the kitchen of course, but that's half the fun.