Friendster
Presented by: Jeff Roberto, director of global product
Friendster is a global social network that launched in 2003 and has more than 110 million members worldwide who stay in touch and interact by creating profiles and sharing pictures. The site features a numbers of apps, from iMuxic, where you can create and share your own playlist of songs, to Slide Shows, where you share slides of your favorite moments.
Of our current audience, 90 percent lives in Southeast Asia, in the Philippines, Indonesia, Singapore, and Malaysia. Last year, we ran a five-month campaign for Nokia's Nseries phone called iTalentstar, a pan-regional talent show that was prompted by the widespread appeal of talent shows across Asia.
The contest attracted contestants who performed in clubs in their home countries. Visitors to Friendster saw profiles of the contestants and voted on their favorites. There were 8,500 contestants, 65,000 members voted for their favorites, and the campaign attracted over 1 million unique viewers.
The promotion ran on two separate pages -- Friendster.com/italentstar, where visitors learned about the contest and saw the contestant profiles, and the iTalentstar homepage, where they voted for the contestants and could view the tally.
The campaign leveraged the community and social networking aspects of Friendster as teens participated as contestants and voted on their favorites. The big attraction for Nokia was that we not only built a marketing campaign for them, we also built a Nokia community within our community. The program helped reinforce Nokia's desire to be seen as a leading entertainment brand for youth across the region.
myYearbook
Presented by: Bill Alena, SVP, advertising
myYearbook, a social network founded in 2005 by a brother and sister in a New Jersey high school and modeled after an actual yearbook, features a variety of homemade apps, from Match that allows members to communicate with secret admirers, to Battles where members create their own battles and fight to win "lunch money." Lunch money is a virtual currency that permeates what we do at myYearbook. Members use it to play games, bid on photos, and donate it to their favorite causes. They earn it by playing games and selling pictures to other members.
Lunch money played a role in the recent campaign for Bandslam, the Summit Entertainment film. The campaign, which ran from July 16 to August 16 started with a homepage takeover that played a movie trailer. Members would see another video posted on their homepage, and after they watched it, they could visit a Lunch Money Theater page that asked them a series of questions pertaining to the movie, such as "How many bands do you have on your iPod/MP3 Player?" They won lunch money for completing the survey. The campaign also featured a battle of the bands on the Battles page that awarded a large lunch money prize to the winner.
This was a custom program that was designed to get the message out to all members. The first two elements reached people who watch videos, and the third was directed at those who play Battles. The goal was to get a full composition of the myYearbook experience.
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