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Ad.ly Makes Celebrity Endorsements Accessible for All




I’ve gotten used to seeing Kim Kardashian get sloppy with a Carl’s Jr. burger on TV but the idea of Heidi Montag hawking a dogfood delivery service on Facebook perplexes me just a little.

In-Stream ad network Ad.ly has just announced a program where you can get celebrities to update their Facebook with glowing reviews of your product. It’s a service they’ve been providing on Twitter and MySpace for some time but Facebook feels like a much bigger step. With it, a client will now be able to generate a celebrity endorsed campaign on all three social networks — kind of like the Triple Crown of online advertising.

Ad.ly’s system is self-service in that you choose your star, submit your pitch and wait to see if it’s accepted. The list of potential Tweetpersons includes skateboard legend Tony Hawk, edgy talk show host Chelsea Lately, Chris Brown, Snoop Dogg and the a fore mentioned Kim and Heidi.

Because you pay per message, the cost to have a celeb promote your product is much cheaper than it would be if you needed them for a traditional ad campaign, but will consumers go for it?

The FTC requires that all sponsored Tweets, posts and updates have “ad” at the end to show that it is indeed a piece of advertising. In Heidi Montag’s case, three out of the last four Facebook posts were sponsored ads and that’s got to take away some of the effectiveness. Some of the nearly 100 responses to the dogfood delivery ad were snarky replies to the advertising. Others responded as if Miss Montag actually used the service asking her questions about the cost.

I don’t know what the company paid to have this post run, but I imagine that if they only got a handful of new customers from the exposure then it was worth the cost.

You can see the full list of available celebrities right here.

If you were going to hire a celebrity spokesperson on Facebook, who would you want it to be?

Source: ClickZ and Tech Crunch

  • Rick

    while i get it from a business perspective, I must say as a user I am not a fan. This is exactly why Twitter and MySpace are failing because people get overwhelmed but so much BS marketing content or “product placement” that its not even fun to follow those people. In fact, my thoughts are it can actually be counter intuitive for the celb or whomever because I know I would stop following. (not that I really do today)

    Is it a coincidence that this service is last to facebook after getting into two other platforms that are dying for a similar reason.

    Facebook, Don’t forget a huge key to your success has been listening to your users, doing whats right, and not shoving crap like this down peoples throats. Ads on the side are one thing, but this is another.

    I get free speech yes, and they can do what they want, but you should have them disclose when it is this service vs them. And you should have a way to say, I dont want to get this information.