Facebook “Friends With Benefits”

24 06 2008

It’s not exactly what it sounds like. But it’s a sexy idea.

About 200 million virtual gifts are given on Facebook. Why not make ’em worth something — say, 10% to 20% discounts on products they like? Brand Networks has introduced “Gifts with Benefits”: a platform that lets Facebook users send coupon codes and sample offers to their friends.

Fun idea for G2 Gatorade, Oreos, maybe your brand, too. Beta launches next month.


I Can’t Believe It’s Not Just TV

24 06 2008

20 years ago, you’d write the media plan and creative brief for a brand like “I Can’t Believe It’s Not Butter” in your sleep. Buy TV. Tediously explain why you taste just like butter but are better. Cut to animated demo, then happy Moms, then… back to sleep. (As a plus, this kind of commercial is very sleep-inducing).

Today, Unilever doesn’t do marketing in their sleep. They do it wide-awake, and it shows in their results.

The latest campaign for “I Can’t Believe It’s Not Butter” has a totally different approach: rock stars and webisodes. There’s a TV spot, but it runs on Comcast Interactive and Direct TV.

Cheesy? Sure. But you can bet that if it didn’t work, Unilever wouldn’t be doing this for four years running.