Facebook kick-started the roaring success of the widget; from propagating your own zombie army to giving your friend a puffer fish for their virtual aquarium. Unsurprisingly, the allure of one's idea virus spreading like wildfire amongst thousands of users proved irresistable to advertisers: concepts were simple; investments seemed minimal and the notoriously difficult to target social networkers were finally captivated.
The widget “gold rush” reached saturation in a matter of months, yet advertisers still wanted in on a piece of the action; from early-adopters Red Bull
Roshambul (May 2007) to the somewhat more cautious TopShop
Fashion Fix (December 2007). On paper, both advertisers have achieved a reasonable user base, with c.50k Roshambul and c.26k TopShop installs respectively (
http://adonomics.com - 7th January 2009). Yet on closer inspection these figures paint a different picture: less than 1% of the above application users are actually actively using the brand’s application.
Building a branded application is relatively easy: mix 1 x PHP developer with 1 x reliable hosting service service and beat until you lose the will to live. Oh, and don't forget to season with 1 x bottomless pot of cash to taste.*
Once prĂȘt, a hired helping hand of display traffic drivers, social ads & PR (not to mention the dark art of cost-per-install media buys should generate initial traction - but - the application/widget in question needs to be able to hold its own amongst its "unsponsored" peers...
Consumers love a gimmick, yet the main hurdle for advertisers is to hold their audience captive: the key to widget success is the continual renewal of a successful - yet focused - proposition.
Further still, what happens after a successful campaign? Is it sensible for a brand to make “friends” with thousands of people on Myspace or build a useful application, only to take it away from their newly-built fan base at the end of the campaign? A living application needs to be nurtured; if a brand is unwilling to invest in the ongoing management and updating of their widget, how much will brand perception be affected by out of date, stagnating content?
Slide Inc’s
SuperPoke! is a great example of an application that embraces the fickle nature of the social networking audience; new “pokes” are constantly springing up, some limited to several thousand or appearing over several days in celebration of a public holiday. Users regularly check-back in search of new actions to “poke” their friends with, hence the active audience is kept engaged and active users are retained.
If an advertiser is able to piggyback an existing application’s success & vast audience reach, why go to the trouble of taking on the big boys at greater cost? In a cross-media sense, brands aren’t asking consumers to watch their bespoke TV Channels or buy their branded magazines from their local newsagent; so why should they expect a busy social networker to utilise and endorse a “wolf in sheep’s clothing” piece of advertising when they could be engaged in a realtime virtual Mafia showdown?
*NB cooking times may vary & will most likely take far, far longer than the freelancer had ever anticipated when he quoted you a nice, tidy hourly rate.