Well, it didn’t take long after Facebook’s change of stance on alcohol sales for brewers and distillers to launch applications on the Facebook Platform. This week, Miller, Absolut, and tech behemoth Microsoft launched new applications aimed at engaging the Facebook audience with app firm Context Optional:
Miller and Digitas worked with Context Optional to design and build a toasting application that celebrates holidays. The application is one of the first branded alcohol apps to use Facebook’s newly launched demographic restrictions; interaction with the app is limited to those who say they are over 21.
In partnership with NBC, Absolut is sponsoring a series of 5 events in 6 key US markets – New York, Chicago, LA, Miami, San Francisco, Las Vegas – in a search for the best bartender. “NBC will film and distribute the real world competition, and all online activity – bartender registration, event organization and promotion, and voting for the best bartender – will be managed by us using Facebook applications we built for Absolut’s page,” says Barenblat.
Microsoft is launching another Facebook application, this one to promote Internet Explorer 8. IE8 includes a new “web slices” feature, which allows users to monitor content on websites via the toolbar. “The app allows users to create ‘slices’ (in this case slices of pie) and share them with friends, as well as see updates to their friends’ slices via a ‘virtual webslice,’ and for users of IE8, monitor the most popular user-created pies via an actual web slice,” says Barenblat.
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