Virtual gifting pays off for online marketers

12/23/2009 | Advertising Age (tiered subscription model)

Malibu Rum and Nestlé recently ran campaigns that allowed Facebook users to send one another branded virtual gifts -- and the strategy seems to have paid off. More than a million Nestlé virtual cookies were sent, giving the brand a 16% lift; moreover, the virtual cookies had a click-through rate about 100 times greater than the company's regular Facebook banner ads.

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