Facebook's popularity is soaring right now, but the lack of reliable metrics has left many marketers wondering if social networks, and Facebook in particular, are worth the investment. A new campaign from Electronic Arts (EA), however, might just prove that Facebook is a viable direct marketing option.
The video game maker used a Facebook application to promote the release of its "Dante's Inferno" video game in December and January, and it saw a 2 percent conversion-to-sale rate, ClickZ reports. That's about the same as the 2 to 3 percent conversion rates online marketers usually see.
Clickable copy -- in this case, a link with an offer to pre-order the game for $59.95 -- appeared while consumers were previewing the game within the Facebook app. The app attracted 8 million users during the two-month campaign. EA also supported the campaign with a Super Bowl commercial, which in part attracted 18,000 additional fans to the "Dante's Inferno" Facebook page, exposing the app and pre-order offer to more consumers.
