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Branded virtual goods now fully “baked”
Friday, November 6th, 2009
This week chocolatier Godiva launched a virtual goods based marketing campaign to launch their new “Bakery Shop” selling Godiva Baked Desserts.
To introduce the cupcakes, cakes, and gift baskets to consumers, they recruited AdNectar to create branded virtual goods and integrate them into social applications on Facebook—like Birthday Calendar, Willy’s Sweet Shop, and Bumper Sticker.
These animated sweets opened to reveal a flash-based rich-media experience…which rotated photos of chocolate Ganache layer cakes, cupcakes, and chocolate-chunk brownies. From there, consumers could become a Godiva Facebook Fan, visit Godiva.com, or forward the virtual treat to a friend.
The campaign also included a Godiva branded application on Facebook, where users can learn more about the products, or choose from a list of friends to send the gift to.
The viral spiral is interesting. When users send these virtual desserts, it’s announced in their Facebook News Feed for both the sender and recipient…so friends of friends find out fast…and then send to their friends, and so on.
The market for paid virtual goods is growing fast—over $1Billion in the US in 2009, according to Inside Facebook. Smart brands are taking notice. Nestle, Gillette, and Malibu Rum have all rolled out campaigns that integrate their brands into this new form of consumer behavior—and are building awareness, engagement, and purchase intent in the process.
Paul Martecchini writes for AdNectar.
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