Tresemme’s Styleseeker Application Part of Larger Campaign

Another new company building branded Facebook apps for advertisers is Appsorama.  Their newest app, called Styleseeker, is built for Tresemme and is fairly simple in terms of functionality. The application, which feels almost like a branded page, has featured articles, a discussion board, and polls with content centered of course around fashion, shopping, and style.

Tresemme is not only running this campaign on Facebook, but is also sponsoring a contest called the “TRESemmé Stylista Watch. Vote. Win. Sweepstakes” in conjunction with CWTV.  To win a $5000 shopping spree in New York City, you’ll have to watch the show Stylista on the CW network, and vote online for the person that, in your opinion, exudes the most style.  It looks like Tresemme is trying to cover all the bases in this campaign by sticking to a diverse set of advertising options.

However, despite the fact that the app is colorful and focuses on a niche market, it lacks some of the deeper viral features that help applications spread.  Styleseeker allows users to invite friends to add the app, but doesn’t facilitate further use of the social connections that are so valuable on the social networking site.

Inside Facebook wrote recently about social marketing techniques that are have become more and more popular, especially in the branded app arena.  Despite the fact that success may be difficult, Facebook affords Appsorama, as well as other firms that specialize in branded apps such as VotigoAdParlorBuddy Media, and Context Optional, an opportunity to reach and engage with a large audience in a way that hasn’t been done before.  We’re looking forward to seeing more iterations of this social marketing trend in the near future.