Mobile social software provider IceBreaker has introduced Golden Ticket, a new interactive mobile advertising feature as part of its Crush or Flush (http://www.wirelessweek.com/article.aspx?id=150754) community. The Crush or Flush social network allows members to meet and greet, chat and flirt by browsing picture profiles and decide whether to “Crush” or “Flush” them.
The Golden Ticket feature allows members to discover sponsored branded picture profiles while exploring other member profiles. Golden Ticket profiles allow marketers to deliver brand impressions through an immersive experience that is targeted and relevant and provides members the choice to engage directly with the brand or dismiss it.
According to Vikrant Gandhi, a senior analyst with Frost & Sullivan, the Crush or Flush model allows people to interact with brands as if they were real profiles on the site while also opening a new revenue channel for online and mobile social networks.
Golden Ticket sponsored profiles consist of a photo of the brand and tags describing the product. For example, a member with the tag “music” may come across a branded profile promoting an FM radio station, giving the member the option of crushing or flushing the profile. If the member crushes the profile, he or she can engage further by clicking a link to sign up for a radio station event, download a song or join a VIP program.