When a viral marketing campaign fails, you can’t blame Facebook for being a loser
A viral marketing strategy that fails may leave you feeling like a loser.
But that’s what Facebook founder Mark Zuckerberg is doing with his company’s “Promotion Sequence” program.
It offers coupons that can be redeemed for a wide variety of things, including clothing, furniture and even shoes.
So far, the program has been used to get people to buy more than 1 million pairs of socks, said Scott Kappeler, an associate professor of marketing at Syracuse University and an expert on viral marketing.
It also has worked to get users to buy products at a lower price.
For example, Kappelser said, a $2,000 coupon for the brand T-shirts with “Tiny Bunch” in the logo could earn users $150 in a matter of days.
“The key is that you do have an incentive to buy things that are going to be a win for you,” Kappalser said.
And that’s exactly what Facebook is trying to do with the Promotional Sequence program.
To start, users are given an incentive: A coupon worth $100 will give them two tickets to the party of their choice.
Afterward, the user will receive a $100 coupon that can then be used to buy an item at a discount.
The promo can be used for anything, Kampeler said — from shoes to socks, furniture to apparel.
“We’ve been working with brands to help them with the promotion,” he said.
Kampelers company, Kamps.com, is a new kind of viral marketing company that allows advertisers to offer a promotion that is only available through Facebook.
For Facebook, it offers a way to create a viral video that could get people talking about the company.
“You could imagine this as an advertising platform,” Kampelser explained.
“The idea is you have a video and then people click on it and see that the coupon that they’ve seen on the video is really valuable and it makes them want to buy the product.”
Promotion sequences work like this: A user clicks on a link and the company gets a call to action.
Users then see a video in which a company makes a product that is in demand, and then they have the option to purchase the product.
Kappelers said that some viral marketing companies have also offered the same type of promotional code.
“A lot of these companies have been very successful in that they’re using a coupon code and people clicking on it, and they’ve gotten people to do a purchase, and it’s a great result,” Kamps said.
The key, Koppelser added, is that they have a way of creating a viral product that gets people talking and making people buy.