Popular social networking applications like Facebook's Scrabulous rake in US$300,000 a year in advertising. Discover the power these applications can hold for your campaign.

Social networking sites such as Facebook, Friendster and MySpace are attracting a lot of hype from the marketing community. But some brand marketers are scratching their heads when it comes to finding the best way for them to connect and engage consumers.

One powerful tool that separates social networking sites from the usual suspects in digital media (such as banner ads, advertorials and online sponsorships) is the use of applications. Anyone with a Facebook profile will be instantly aware of the wide array of social networking applications available -- from being virtually "hugged" or being offered an online drink by a friend to quirky Flash-based games to being turned into a vampire or amassing a Ninja army. Applications have until now been viewed as passing distraction, or a cool time-waster while you're waiting for your coffee to cool down.

But now brands are starting to see the marketing potential of these applications.

The reason is simple: once you have downloaded and installed the application, you're prompted to forward it onto up to 20 friends. If the application is interesting, engaging or even useful to you, not only will you want to send it to 20 friends, you will resend it to another 20 friends the next day! The same goes for your friends and friends of friends.

An example of such an application is Facebook's Scrabulous application. A favourite amongst Facebook employees and millions of people around the world, Scrabulous is an online game that bears more than a passing resemblance to Hasbro's "Scrabble" board game. This application was developed by two brothers, Rajat and Jayant Agarwalla, at the end of 2005. It has become one of the top 10 applications on Facebook and currently generates over US $300,000 a year in advertising. More importantly, the creator has a channel where well over 500,000 people come back to challenge friends everyday. That's a considerable number of users.

Here's the real opportunity for brands to connect with customers. With only a little effort, some creativity and at relatively low cost, a brand can develop either a one-off, or a series of applications and seed them into popular social networking sites. If it's good and it generates a huge volume of users, then it will be endorsed by consumers and forwarded to their friends. Imagine a time management application developed by a watchmaker, or an application that lets budding fashion designers send their cool new underground fashion designs to all of their friends, developed by brands like Levi's? It's a fantastic way to empower your customers but also, where they become an advocate of your brand -- it's simple, easy and quick to get to market.

The real question is why aren't more brands embracing this very effective brand marketing tool?

Damien Cummings is general manager of Neo@Ogilvy Singapore. Read full bio.