FaceBook goes all gooey in the middle

FaceBook have announced Mars are going to be the first advertiser to offer products for sale via the social network, kicking off on Valentines Day.

But before you scoff (no pun intended) at the idea of buying a Mars Bar online, when 45p and your local newsagent can do the job a whole lot quicker – the Celebrate application is a bit more clever than that.

The concept builds on the current ‘gifts’  system but instead of sending friends virtual beers, teddies or a snowstorm, you send them a box of chocolates. Your friend pops their phone number into the app, gets sent a barcode by text message, which they then redeem in store.

As the first direct response venture on FaceBook, it’s in both parties’ interests that this is a success, and taking a needs-lead approach and offering a benefit, rather than the hard sell of traditional advertising puts it in good stead.

Read the full article at Marketingweek.co.uk


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