Starting today, Mountain Dew is launching a new Facebook ad campaign designed to drive people to “like” their fan page. What’s new about that? Facebook isn’t involved.
The zesty soda’s new creative will carry a Facebook “like” button that will send an update to the news feed of anyone who clicks on it and show them which of their friends already do the Dew.
The banners were created by Mountain Dew’s ad agency folks and placed on trendy websites such as The Onion, Crave and Funny or Die. According to AdWeek, this is the first time an advertiser has run an ad of this kind but they won’t be the last.
The odd note in the story is this:
“According to sources, the data generated from this effort will be available to Facebook alone, and not Mountain Dew, its agencies or the participating publishers.”
Does this make sense? Mountain Dew is going to run a campaign but they aren’t going to be privy to the results? They will, of course, see any change in the number of people joining their fan page and if they have a sudden glut, they can probably pin it on the new ads. But how can it be worth paying for ads that you can’t track?
What I also find interesting here is that while most people buy ads on Facebook to send traffic out to their homepage, here’s Mountain Dew buying ads out here to send them in.
Is it worth paying for an ad that sends traffic to your Facebook page and not your home page? We’d like to hear your thoughts.