A couple of days back we wrote about the Speed Racer (Sponsored) gift that coincided with the launch of the movie. I’ve been following up with that and it seems like people did distribute it - in my network at least.

Now i know what you might say looking at the picture above - maybe all of them didn’t get the Speed Racer gift. I actually checked out all the pages of these 5 friends and they all did receive the Mach 5. Its not clear if these 5 people were actually Speed Racer fans, or of they watched the movie or anything of that sort. 

If they did watch the movie then the gift is great because it extends the experience beyond the movie and shows that they enjoyed it enough to distribute a memory that will last for a while.

The best way to use these ‘gifts’ on Facebook is to make launch something that is topical. For example a sponsored ’tissue’ for Sreesanth can be sent to all Sreesanth ‘haters’ or something of that sort or maybe a bottle of ‘Navratna Oil’ for Harbhajan fans and Sreesanth fans to keep him Thanda - thanda cool cool. Something that connects with the brand and also at the same time connects personally with the audience such that if they gift it - they will get something in return (i.e. an impression of them being smart, witty, well read etc.)

I think India Specific Networks should start something like this - it will be an added revenue stream for them and more gifts are likely to have the cultural connect. Facebook on the other hand should start developing specific gifts for specific networks.  

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