Facebook gets branded gifts.
While talk of advertising on Facebook is by no means difficult to find (have a look here and here and here and here) I did notice an interesting little tidbit just a minute ago. Maybe it’s not new, though it is the first time that I’ve noticed it. I’m talking about the Axe-branded Facebook gift ducky devil guy. The world of Facebook gifting, is, IMO, an utterly brilliant move by Facebook. They produce a few little pictures and sit back and laugh as their "limited-edition" (usually 1 million) "gifts" sell out.
What makes the Axe ducky interested is two-fold: 1. it’s the first time that I recall seeing a branded gift and 2. it’s available for free. This one is also a slightly more limited-edition at only 250,000. So did Axe pay Facebook for the $250,000 that they would have otherwise earned for a normal facebook gift? Is this run limited to that number because it’s all Axe wanted to spend? What do we really think this does for Axe as a brand? Somehow it seems to fit TAG’s slightly more high-school-esque branding to me, but then if Axe thought of it first…
Come on people, help me speculate and create wild rumors here!!
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There was recently a Skittles Carnival free gift too
[...] Pe Facebook au aparut o multime de ‘branded gifts‘ cum ar fi ‘Heartbreak Kid Sombrero Hat’ sau ‘Lynx/Axe Devil Ducky’. De ce? Pentru ca sigur ai un prieten in lista care e genul de ‘dirty boy’ promovat de Lynx, rata aia o sa ramana acolo pentru ca toata lumea sa o vada si o sa spuna ceva despre el. [...]
I stand corrected John, I didn’t see the Skittles gift. It is an interesting progression of events though.
Danny, Thanks for the link. I’m looking forward to seeing how facebook will pan out with the release of its new ad platform, but still think they are missing the mark. Google will always trump facebook because they are advertising at the point of intent, when a person is actively seeking information. It could just be me, but I can’t recall a single FB ad, not because it wasn’t relevant, but because I’m there to interact with friends. I don’t care how targeted FB ads become it isn’t contextually relevant to my intent.Here’s a more indepth look on the subject:http://senithomas.wordpress.com/2007/10/24/the-power-of-google-over-facebook-advertising-at-the-point-of-intent/Seni
[...] Axe wirbt auf Facebook mit limitierten “Free Gifts”. Sie haben den Dreh raus. Tags: application, axe, facebook, free gifts, marketing, unilever, werbung Ähnliche Artikel: [...]
It is an interesting progression of events though.
My pleasure Seni. Any friend of Max’s is a friend of ours around here.
That’s a really interesting take on the Facebook thing as well. You’re absolutely right; I completely ignore ads on Facebook. Unless they’re on my main page, in which case I find the branded content annoying and feel like Facebook is selling out.
And a couple of weeks ago the free gift was a Walmart branded Halloween cookie shaped like a ghost in a cellophane bag.
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Interesting topic you’ve got here. I actually haven’t noticed it up until I have read this. I think what Danny is trying to say is that FB has probably made a move to commercialize (instead of being just a social networking website). That’s only my opinion and I fully agree with Danny. I find it very annoying. Anyway, thanks for featuring this.
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