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AdNectar Brings Branded Virtual Goods to Twitter and LiveJournal 10.12.09
Last week BrandWeek wrote a positive article about AdNectar launching its branded virtual goods marketing platform on Twitter and LiveJournal. The marketing community is increasingly recognizing that virtual goods are becoming a powerful tool to engage consumers on social networks.
As Nir Eyal, AdNectar’s CEO said, “By adding these two top publishers, AdNectar now powers massive cross-platform social media campaigns for brands to engage their customers and increase purchase intent.”
See our full press release on the subject.
The article did have two factual errors, which for the sake of accuracy, we want to clarify here. Though AdNectar customers from past campaigns include Malibu Rum, Nestle’s Toll House, Fisher-Price, Trident Gum, Overture Films (Capitalism: A Love Story), the article had mistakenly said that these brands had signed up for campaigns on the new Twitter and LiveJournal platforms. This is not the case; AdNectar has not yet identified any brands that are planning to advertise on the new platforms. In addition, it indicated that LiveJournal was promoting its branded virtual gifts on the Fun140 site, when in fact, LiveJournal is promoting its gifts on its own homepage.
But the article got the main message right: companies can now empower their advocates to forward branded experiences as gifts to friends, and in the process, turn what would be traditionally viewed as advertising, into entertaining content.
This social endorsement has a big payoff for marketers; it increases trust, so consumers are more willing to engage. And the viral exposure can scale fast, with millions re-Tweeting the gifts to their friends.
See related stories on the Inside Social Games blog and Virtual Goods News.
Posted by Paul Martecchini / Permalink /
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