This site showcases the (mostly) digital work of Andrew DiFiore from both Virtual Arts Studios and answerYES Interactive as well as random thoughts and experimental projects too volatile to be contained anywhere else.

 
  • Pages

  • Categories

  • Blogroll

  • Archives

     

  • SHOW / HIDE NAVIGATION

    There are many opportunities to market your business to Facebook’s massive membership (400 million and counting). One of the more insidious ways is to insert your brand right into an established “ecosystem” where people are already actively engaged. The immensely popular social game FarmVille is one such ecosystem. Not only does it engage millions of players for hours on end but it has marketing “hooks” built into the game play itself.

    FarmVille is a free, browser-based game played through your Facebook account where you harvest crops, feed chickens, and converse with other farmers. At the time of this post, there are over 73 million people playing FarmVille with 26 million playing everyday. It is, in fact, the most popular game online. More people play FarmVille than World of Warcraft so it comes as no surprise that Zynga (the company behind FarmVille) has a revenue run-rate of $600 million. Even in the current recession, the video game industry did nearly $20 billion last year in the US alone.

    One of the paradoxical reasons FarmVille is so successful for Zynga is that players can sidestep the tedious task of farming (e.g. clicking a hundred times to harvest crops or plow a field) by “buying” equipment with FarmVille Cash, effectively accelerating the process of advancing your player’s XP. This virtual cash can be acquired by leveling up (one FarmVille dollar per level) or spending actual real-world cash.

    To promote its “decision engine” Bing, Microsoft offered FarmVille players free FarmVille Cash if they became a fan of Bing on Facebook. As a result:

    • Over 72% of players who clicked on the promo became fans
    • Over 59,000 people published the promo to their news feed
    • Over 70,000 clicks were received on secondary feeds
    • Over 400,000 new fans within 24 hours

    Microsoft stated social media goals are to increase Bing’s user engagement in a positive, intimate, and scalable way and to do this by providing relevant value. The company’s experiment with FarmVille achieves this in spades without being intrusive or overbearing.

    CommentsComments Off

    Passions Network is an online dating service that redefines social networking, consisting of  over 100 unique niche dating sites focusing on specific areas of interest, ALL FREE. For their newest niche Tattoo Passions, Passions Network wanted an “organic” way to spread the word as quickly as possible without a lot of spend.

    Our team came up with a low-budget viral marketing campaign featuring a Flash-based microsite called Dirty Dick’s Tattoos where visitors “ink” their own skin art and send them to friends as email messages. You have the option to make your masterpiece public so others can view and modify it. Promotion included email blasts to in-house lists, display ads placed throughout Passions’ existing dating sites, and viral seeding on social entertainment communities like College Humor, Kontraband, and Heavy. In addition, we did a special outreach to bloggers of tattoo-related sites.

    The Results: Over 2,500 messages shared within the first two weeks, exceeding expectations for conversion on the Passions Networks sites, not to mention an unprecedented level of brand engagement as users batted back and forth the tattoo messages in friendly competitions that often lasted for days.