it's an interesting brand direction - and there are few that it would suit. Ovo is actually interesting because if you look at their site, it's obviously an overall brand position, not just a 'let's be friends on social media' position where there is a disconnect. The proof will be in how they deal with issues, is it prompt, efficient and friendly, or do they fall into the same traps as everyone else.
If a brand is going to go down the 'friends on social media' route, everything else has to be in the same area, otherwise it's false. I would potentially expect it in local businesses - eg a bar or restaurant. Some larger product brands may be able to fit into this area. But service brands I'd expect to be the furthest away.