After a successful Facebook campaign a few months ago with the "Battle for the UK's Favourite University", involving a sponsored group that got over 100,000 students taking part and an online points based competition between universities to win a big party, O2 have launched a fresh campaign targeting university students on Facebook - "O2 Unlimited Orgy of Fun". Although using the page system, O2 have got some bespoke modifications from Facebook (for example the integration of a banner/app under the fan box), which shows Facebook's willingness to bend over for big brands with big money - just as they did for the March Madness application (which allowed 100 invites to be sent at a time).
It will be interesting to see if Facebook commoditise this service more, in the same way as MySpace do - MySpace have a number of packages depending on the Ad spend you are willing to promise, each one offering more and more bespoke features for your MySpace pages over and above what can be created externally.
In the current campaign, O2 are taking a big step forward - rather than having all the interaction online and very simple, they are setting challenges for teams of friends from universities to compete in, with quite big prizes for teams along the way, and the top four Unis all going to the O2 'Orgy of Fun' day. As companies become more confident with their social media activities, expect to see more integration of offline and bigger prizes offered - O2 are really leading the way here.
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