Campaign Information
SEEK asked NetX to help them reach out to Facebook users by developing a branded presence within the social network. NetX looked at a number of ways of extending the existing 'Curious?' campaign and making it relevant in the Facebook context. The insight that we brought into the project was that curiosity plays a major role in the stickiness of online social networking environments. People are curious about what other people think, who they know, what they've been doing and what they're up to right now. In order to engage the consumer audience, we knew we needed to develop an application that was playful, allowed people to express themselves and contributed to their sense of 'status' within Facebook.
The SEEK Inkling application asks users to interpret daily inkblots and receive instant personal analysis. On a social level, the most enjoyed feature of the application has been people looking to see what their friends thought of the inkblot and comparing interpretations. Consumers have shared the application around amongst their peer group as a way to broadcast their own witty interpretations and to find out what others think. More than 2000 people have added the application to their own profile and thousand more have read interpretations. With no media spend whatsoever, NetX has help SEEK immerse it's brand into the online social lives of Australians with a simple, contagious idea.
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| Creative Agency: | NetX | | Media Agency: | | | Campaign Type: | Other
| | Live date: | Nov 2007 - Dec 2008 | | Contact: | timb@netx.com.au |
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