Delta Lingerie Uses Facebook Poke App For Campaign

By David Cohen 

Well, that was quick: Just days after the release of Facebook’s new Poke iPhone application, the app has already been used for advertising purposes in a creative campaign Grey Israel concocted for Delta Lingerie.

The campaign was based on 10-second clips of a model putting on lingerie from Delta, which was filmed using Poke and sent to Facebook users who liked the company’s page on the social network. At the end of the clip, the last frame reads, “A One-Time Sale! Delta.”

Grey Israel Head of Digital Dan Eblagon told AllFacebook via email about some of the challenges of the campaign:

Technically, we had a hard time dealing with this campaign. For one, you can’t save any of the videos, and you can only do a one-shot clip. We also had a hard time with the fact that you can only send a poke to up to 40 people at once, which means that for every 40 people, we had to shoot a new version. This happens because the app deletes all data from both iPhones the second the video is sent.

Readers: Do you think more marketers will try to exploit Poke, or are the logistics too daunting?