Companies opting for social net pages rather than campaign microsites

Instead of building a microsite for a campaign, marketers are
increasingly creating pages on social media sites such as Facebook and
MySpace, reports Mediaweek. Development costs are lower, and sites
created recently by Dove, Chase, and Verizon have been free to
advertisers. And because the profiles are linked to social networks
rather than being stand-alone sites, the campaigns' "friends" act as a
kind of word-of-mouth marketing crew. At least one pharma that ePharm5
has reported on has been in on this trend. In August, Reckitt Benckiser
Pharmaceuticals launched the MySpace page Addiction411 to educate
consumers about addiction to opiates, including prescription
painkillers. As of November 12, Addiction411 had 6,623 friends,
according to its page.