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BizReport : Social Marketing : January 09, 2007


Conde Nast Uses MySpace to Target Brides

Armed with statistics that show around 9 million women in the 21-34 age group are using MySpace, Conde Nast (CN) has set up its own page on the social networking site.

by Helen Leggatt

The CN page provides brides-to-be with a place to meet and chat with other brides, gives tips on attire, has a competition to win a honeymoon and contains links back to the existing Brides.com site which CN set up in April, 2006. Users can also download a free widget to use on their own sites that counts down the days until the big event.

The CN MySpace site has already attracted over 2,000 “friends” with comments being left daily by loved-up ladies. The 2-month ad campaign on MySpace is targeting engaged women.

Pam Quandt, executive marketing director for Brides.com, said , via AdWeek, that the campaign would serve "millions" of impressions over two months in the $100,000 campaign.

"Brides like to meet like-minded people," she said. "It's so important to talk to other people when you're getting married."

MySpace frowns on marketers creating pages for commercial products without striking an advertising deal. Some do slip through, but MySpace does try to eliminate any repeat offending.

Tags: Conde Nast, MySpace










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