Facebook “acq-hired” a co-founder of viral brand marketing agency Momentus Media, which was behind campaigns for Levi’s, LMFAO and Taio Cruz. Chris Turitzin will be joining the Facebook growth, engagement and mobile team while Momentus itself continues on under co-founder Carina Koo.
The social network approached Momentus Media a few months ago, potentially looking to acquire the entire company, according to sources familiar with the matter. A blog post on the company’s site explains that Koo wanted to continue applying independent thinking to Facebook while Turitzin plans to work directly for the platform. Terms of the deal were not disclosed.
Momentus Media’s expertise lies in producing lightweight applications on Facebook that tap into consumers’ emotional ties to causes or brands. The company grew out of the Facebook’s original fbFund, which was backed by Accel Partners and Founders Fund and run by super-angel Dave McClure.
Turitzin and Koo originally worked on a music sharing idea called FriendRadio, but then changed directions to focus on viral brand marketing. They later devised a campaign for The Black Eyed Peas to create 8-bit versions of people’s profiles (pictured), which grew to 4 million monthly active users at its peak, to promote the band’s The Beginning album on Facebook. Other apps from the company include Like-matching campaigns (which awards $1 dollar to charity for every Like a cause’s page gets). Momentus Media says its apps have seen more than 100 million installs as a result of its campaigns.