Obviously a stunning idea, but the problem with this in a market like Australia is the gaping break in the chain between mobile and POS. In store scanners that can read mobile vouchers are the holy grail here, but until they come along there are many ways to overcome the gap. We just need to convince our clients of the immense value in linking the most ubiquitous device directly with the till...
What do a blank piece of paper, a cow bell, a rock and a slightly crumpled jock-strap have in common? Answer - they are all examples of gifts which can be bought and exchanged on Facebook. Now in fear of sounding cynical, we can think of a few better ways to spend $1, or 50p than on a virtual lump of granite - unless of course it was to throw at the individual who thought of it in the first place. However, what does 50p buy you in the real world? A newspaper? A pint of milk? How about a Mars Bar? Now you're talking... Cue The Light Agency and their multi-award winning M BAR GO platform...
Mars Snackfood UK has become one of the first marketers to utilise the new 'Celebrate' application, which allows Facebook users to exchange real-world gifts as they would any other virtual pressie. The process is simple - the user selects their choice from a variety of popular Mars snacks, pays for it using their PayPal account and then the recipient is sent a voucher ID code via SMS, which can be scanned in a shop in exchange for the chocolate bar. The platform binds together mobile phone technology, retail terminals (EPoS systems) and a campaign database managed by The Light Agency, which facilitates the redeeming of these mobile offers.
http://www.facebook.com/apps/application.php?id=7774284449&ref=s
Lynette Cowen, Client Services Director for The Light Agency, told Contagious: 'With more than 50 percent of Facebook users returning to the site each day, it gives us and Mars an unprecedented reach and opportunity to build a business highly relevant to people’s lives
'Our technology is currently deployed in the PayPoint branded network which consists of over 12,500 retailers with PayPoint terminals located in their shops (including SPAR, NISA-Today’s, Texaco and thousands of independents) in all parts of the UK.Therefore, we wanted to focus on products which can be purchased within these kind of retailers, that fit with the gifting theme - that is why the synergy with Mars is perfect.Their products are leading brands; ubiquitous within the shops and perfect for gifting on Facebook.'
M BAR GO has already scooped a number of industry accolades and awards including the Real Business/O2 50 to Watch in Mobile 2007 and the Most Innovative Digital Business (Revolution Awards 2006). Will it catch on with consumers and the die-hard social networking devotees though? The Celebrate application is now live on Facebook, so the proof will indeed be in the pudding, or Mars Bar - as it would seem.
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