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Crush or Flush” Launches New Type of Mobile Ad

crush_flush_small.gifCrush or Flush, the social network that allows its members to meet, chat and flirt with other members by browsing profiles and deciding whether to “Crush” or “Flush” them, has announced that it will introduce a new form of mobile ad. The new interactive advertising is a feature called Golden Ticket.

Members of Crush or Flush community average over 100 page views per day. The Golden Ticket will allow users to discover sponsored branded profiles while exploring other member’s profiles.

A test period was held around Valentine’s Day this year which received positive feedback. Five Golden Ticket sponsorships ran in the community and on average, 82 percent of the site’s members chose to ‘Crush’ the brands. Each Golden Ticket was offering special Valentine’s Day promotions including the chance to win a vacation package, flat panel TV from the 106.1 KISS FM Golden Ticket.

crush_flush.gifVikrant Gandhi, a senior analyst with Frost & Sullivan commented “the model presented by Crush or Flush is innovative and promising by allowing people to interact with brands as if they were real profiles on the site while also opening a new revenue channel for online and mobile social networks.”

More details on the Golden Ticket feature:

Exclusive availability: Golden Ticket placements are exclusive by category: automotive, elections, fashion, games, movies, music, mobile, sports, and travel. New categories will open based on market demand.

Cameo appearance: the site programs how frequently members see sponsored profiles. Based on real time performance, market demands and campaign goals, Crush or Flush and marketers can adjust the frequency.

Inviting brands to your circle of friends: The Golden Ticket allows marketers to find customers who are willing to promote their brands within their peer groups.

“The Crush or Flush service is a good match for our target demographic” said Marc Apple, Promotion Director, 106.1 KISS FM. “We were pleased with the Golden Ticket results which were a twist on our traditional integrated marketing communications plan and drove brand awareness, loyalty and signups for KISS VIP.”

“We’re excited to launch an immersive ’opt-in’ brand experience and open up a new revenue model,” said Josh Levine, vice president of marketing for IceBreaker. “Advocacy is the holy grail of advertising and brands are clamoring to move beyond awareness and usage metrics to ultimately find customers who are willing to promote their brands within their peer groups.”

See the full release here.

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28.04.2008    Tags:
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