Inside Facebook
Inside Facebook |
- Featured Facebook Campaigns: Zynga, Oreo, NBA, Pizza Hut, Subaru and Black Eyed Peas
- Heartbroker Facebook Dating App Recruits Friend Feedback
- Badoo Tops Leading Facebook App Gainers by MAU, Joined by Hearts, Connect and Profile Banner
| Featured Facebook Campaigns: Zynga, Oreo, NBA, Pizza Hut, Subaru and Black Eyed Peas Posted: 21 Feb 2011 10:00 AM PST A few bold marketing moves were on our Featured Facebook Campaigns this week, Zynga and the NBA in particular, although Oreo also tried to get a world record of Facebook marketing. All told there was everything from in-game advertising to NBA team building, Justin Bieber and pizza, digital avatars and dog walking.
Zynga's Treasure Isle and T-Mobile PartnershipGoal: Advertising, Engagement Core Mechanic: Zynga has partnered with T-Mobile to include a speed-related task in its Treasure Isle game that touts the speed of T-Mobile's 4G network. Game: Treasure Isle is one of Zynga's hit games. In the new partnership with T-Mobile, an ad campaign in Treasure Isle will include a custom mission themed around the speed of T-Mobile's 4G network. Method: The appssavvy-produced ad campaign promises 25 fire shovels, which increase speed in Treasure Isle, and gold coins as rewards for virtually calling five friends to participate in the mission. By calling your friends, or assembling your 4G network, T-Mobile will figure prominently in the game. The campaign runs for a total of 10 days and will featuring T-Mobile icons throughout the game. Impact: Data from AppData, our service that tracks app and developer leaderboards shows that Treasure Isle has more than 2.5 daily active users and just under 12 million monthly active users. Even if the T-Mobile campaign only lasts for 10 days, there is potential to reach millions of users. [Image Via Brandweek]
Oreo's Guinness World Record for More LikesGoal: Engagement, Press, Page Growth, Network Exposure Core Mechanic: Kraft Foods’ Oreo cookie brand set out to set a world record for the most Likes on a Facebook post in 24 hours. Method: Oreo asked their fan base of 16 million to help them set a Guinness world record for the most Likes on a Facebook post in 24 hours. Oreo made it, securing 114,619 Likes on the post. Impact: Rapper Lil Wayne got wind of Oreo's world record attempt and asked his 20 million fans to help him compete with Oreo. In the end, Lil Wayne beat out Oreo's 114,619 Likes many times over. The media coverage of this Facebook Like duel added an unexpected boost to Oreo's world record blitz. It’s not clear if the musician was in any way sponsored by the brand.
NBA Legend, League's New Facebook GameGoal: Product Purchase, Engagement, Network Exposure, Page GrowthCore Mechanic: NBA Legend is the basketball league's social game offering on Facebook that allows players to essentially train and build up their own teams. Game: The game allows users to create an avatar, join an NBA basketball team, purchase abilities, such as speed and skill, and then follow a simulated career within the game. Users may compete with their friends on Facebook and eventually the NBA hopes to sell fans virtual goods, such as shoes and sports drinks. Method: NBA Legend is a virtual world game that allows users, in particular basketball fans, to engage with their favorite teams in a new way, that is by building teams not just playing on them. The game allows users to construct their avatars, take advice from star players and coaches, and generally experience a different type of sports game. Impact: The NBA has among the highest fan base of any professional sports in the U.S. and thus the game has a large potential audience from which to draw. Although the NBA does have licensing deals with Electronic Arts to make video games, they worked with Lionside to create Legend from another perspective — not just playing games, but coming in as a rookie and working through a basketball career. As previously mentioned, perhaps eventually the NBA will incorporate virtual goods and even marketing campaigns within the game. This is another example of highly recognizable, mainstream intellectual property moving into social games, just as Madden All-Stars and FIFA All-Stars have done. What are today's most effective Facebook marketing best practices, and which campaigns have profited most? Visit the Cases section of Inside Network's Facebook Marketing Bible for the full summary of brand campaigns on Facebook from the past week. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Heartbroker Facebook Dating App Recruits Friend Feedback Posted: 21 Feb 2011 08:30 AM PST Heartbroker is a new Facebook dating app that launched February 8 from a startup by the same name based in Seattle, Washington. The company's goal is to change the way online dating is done, bringing a more human approach to the scene by involving friends, CEO Craig Robinson tells us — the way people traditionally met before online dating. The idea is to remove some of the superficiality that comes with completing your own dating profile then looking for matches. Facebook dating apps have become increasingly popular in the past few years, and form a significant non-gaming portion of the overall platform. Zoosk and Badoo have been at the forefront, although we also reported there are several of them that have established footholds. Zoosk in particular has seen much success on Facebook, raising $30 million in funding in December to this end. Badoo began to see huge growth around the same time, although apps like Hearbroker and Wings seem to prove that there’s plenty of room for other apps to carve out a niche. A big difference between Heartbroker and other dating apps is that the experience is much more private. For example, when you start using Heartbroker, the fact does not appear in your stream; when you profile a friend, the notification goes directly to them in a Messages, not through the news feed, so everyone doesn't know if you're looking to date on Facebook. The app never posts anything to a user's profile that identifies them as a user and the user has to invite specific friends to profile them.
Using the app is very simple and self-explanatory — partly because Robinson says it's a minimum, bare bones product currently, although more interactive elements such as real-time chat and dating game-like questions may be coming in the future. You may chose to profile yourself or a friend in Heartbroker, then Facebook Connect sets up your initial profile and you begin to fill out information. If you fill out information for yourself, you select your location, religion, politics, ethnicity and other demographic information; then you fill out what you're looking for in a partner, such as age, religion, politics, ethnicity, etc. Then you're done. When you want to invite friends to profile you, these invites go via Messages, not the news feed.
If you fill out information for a friend, you pick them, rate them on five metrics on a spectrum — intellect, humor, kindness, outgoingness and attractiveness — then you can write a testimonial and view some potential matches for your friend. You can skip or select these matches, then when you're done profiling your friend, you send them a Facebook message that you did so. The app manages to utilize the news feed while maintaining privacy by noting in the most general terms "I helped a friend find a match on Heartbroker." Incidentally, these ratings you give your friend are never seen by anyone (like your friend), but used by the app's algorithm for finding matches. Two obvious drawbacks to Heartbroker are that, because of its concern for privacy, virality is limited. Secondly, it takes two steps to complete a profile: A user to fill out their profile, then their friends to fill out their profile. Robinson addressed these concerns by noting that the odds are at least some of your Facebook friends would do you the favor, especially since the profiles are short and easy to fill-out. More features for friends to use while profiling others are coming, he says, including prompts ("Describe X's ideal date," for example), tags ("What three words best describe X?") and other features.
Because of these hurdles, Robinson says slightly over 50% of single users have at least one testimonial (meaning many have ratings but no testimonials). Eventually he says he hopes to break down some of the barriers to profile completion, such as allowing users to profile a friend without having to add the app. AppData, our data service tracking application traffic and growth on social platforms shows that Heartbroker is still quite small, at about 1,400 monthly active users, but has seen steady growth since its launch. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Badoo Tops Leading Facebook App Gainers by MAU, Joined by Hearts, Connect and Profile Banner Posted: 21 Feb 2011 07:46 AM PST
Top Gainers This Week
Badoo grew by 2.7 million MAU, more than double any other app, although this only represented 7% growth for the app, which counts more than 45 million total. Most of this growth is taking place with non-U.S. users. There were two profile banner apps: one, Profilbanner auf Deutsch, grew by 902,600 MAU and another, Profile Banner, which grew by 721,900. Both take advantage of the latest profile and Page layout to feature an image broken up into smaller pieces that are your profile photos.
Apps that allowed users to send heart images, animations or cards to their Facebook friends were also big. @Hearts grew by 736,800 MAU, Give Hearts grew by 694,600, xo Hearts xo grew by 387,400, Prosperous New Year To All My Friends saw growth of 375,500, iHearts saw a jump of about 331,000 and Birthday Cards grew by 302,300 MAU. On the whole, the apps work the same way, you give permission, then select the card/image/animation you like best, select which friend to send it to and it publishes to their Wall and the news feed.
BandPage by RootMusic grew significantly this week as well, seeing a mostly U.S. increase of 604,600 MAU. There were two Connect apps, Yahoo with 565,900 MAU and Conduit with 284,600. Phrases, which is not available to U.S. users, grew by more than 501,000 MAU, video chat app BandooChat grew by 373,900 MAU, Turkish card game Okey Plus grew by 300,500 MAU and Turkish Okey Oyna horoscope app jumped by 426,300 MAU. The rest of the list was made up of games, which we’ll be covering over on Inside Social Games this morning. |
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