Mobile device accessory manufacturer Zagg is mobilizing its Facebook fans with the goal of seeing its total number of likes go upwardly mobile.
The method brings Amway to mind, as it works on the classic “tell your friends to tell their friends” model.
Fans of the brand receive points when friends they invite like the Zagg Facebook page, moving up levels of the pyramid when friends of those friends follow suit. Scoring is as follows:
- 5 points for a level 1 like, meaning a like directly from a user’s recommendation;
- 3 points for a level 2 like, a like from a recommendation by a level 1 friend; and
- 1 point for a level 3 like, a like from a recommendation by a level 2 friend.
Points can be exchanged for Best Buy gift cards at the rate of $25 for 200 points, $50 for 500 points, and $100 for 1,000 points.
Climbing further up the pyramid, the top 10 finishers in a contest that ends November 14 receive the following prizes:
- 10th place: iPod Shuffle
- 9th place: $100 iTunes gift card
- 8th place: iPod Nano
- 7th place: iPod Touch
- 6th place: $300 Best Buy gift card
- 5th place: Xbox Kinect
- 4th place: iPad 2
- 3rd place: MacBook
- 2nd place: iMac
- Grand prize: $20,000 Best Buy gift card.
Our take, from the user standpoint: Will friends click on something their friends suggest without getting something out of it, unless it’s something they’re already interested in? And will Facebook users want to spam their friends in their attempts to boost their point totals and climb the pyramid?
Our take from the marketer standpoint: Does it matter how many likes a Facebook brand page collects if those “fans” aren’t engaging with the brand?