Sure it might be a bit gimmicky but this would be pretty cool at an event or in a cafe. Everyone loves a retro counter like this and I would certainly "Like" the place that had it just to see the counter go up by 1.
So I think this can only help with brand engagement - and likely to gain more engagement than a like without a Fliike.
We've seen social brought into the real-world through practical (and not so practical) ways. Now it's the turn of Fliike to bring a company's Facebook likes to the real world through a "Likes" counter. The makers Smiirl describe it as the "first physical Facebook fan (or 'like') counter specifically designed for local businesses, public places or marketing departments".