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Facebook and Mars: out of this (virtual) world

14.02.2008
Apart from networking, branding and viral marketing most businesses tend not to see value in social networking sites like Facebook but today Mars Snackfood UK showed that making money on Facebook may be as easy as taking candy from a baby, or in this case, giving candy.

Since Facebook launched its developer platform to allow third-party applications to sit on the social networking site, thousands of ‘widgets’ have been created which allow users to give virtual flowers and other make-believe gifts to their friends.

The Mars Celebrate application has a twist – it allows users to buy actual chocolate bars for friends. So far only available in the UK, the application sends a gift voucher to the recipient’s phone, which can then be scanned and redeemed at participating PayPoints.

“We are very excited to be involved with this new ground-breaking initiative with Facebook,” said Sara Miles, Mars Snackfood UK.

“It will drive traffic and incremental confectionery sales to our PayPoint retail partners in a way that is at the forefront of the digital revolution, whilst offering our consumers a different way of sending confectionery gifts to friends and family.”

This application was developed by The Light Agency using its M BAR GO mobile voucher technology, which can be scanned at supermarket checkouts.

“As the boundaries between the virtual and real worlds are being increasingly blurred, our award-winning technology platform M BAR GO will allow users to buy each other sweets at the touch of a few buttons,” said Marc Lewis, founder and chairman of The Light Agency.

By Marie Boran

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