Feb 13, 2007
The Benefits of Having Friends
Adpulp has a look at an interesting new MySpace campaign from Pontiac that has taken a new track to promoting their Pontiac G5.
The program is called Friends with Benefits, and has its own MySpace page. The idea is this: buy a G5, register your purchase on the MySpace page and receive a Friends with Benefits debit card. The more people that do this, the more the debit card increases in value (up to $1000 by year’s end).
I have been involved in a handful of Myspace campaigns, none with the backing of a client like Pontiac, but the secret to success seems to lie in the uniqueness and unobtrusiveness of the campaign. This particular approach seems to have both and the added benefit of free money doesn’t hurt.
Does the prospect of money for friendship hurt the campaign’s cred any? Similar setbacks have occurred in both Second Life and with Netscape’s Digg clone but my gut instinct is that little will be made of that issue as the audience and medium is less about a culture (an aspect that could be seen as both a benefit and drawback to MySpace).
I’ll be keeping an eye on this one to see what if anything comes from it. It’s an intriguing experiment at the very least.
Technorati tags: MySpace, Pontiac, new marketing, social media, social networks
