MySpace Addiction 411
Suboxone MySpace Campaign
A pharmaceutical industry first, Addiction411 is a myspace presence for the opioid addiction medication, Suboxone. Conceived as an additional unbranded gateway to the suboxone.com website, Addiction411 quickly took on a life of it's own as a marketing platform. At last count, Addicition411 had over 7,241 friends including opioid addicted musicians, and celebrities.
In order to maximize available real estate in the myspace environment, a flash-based content component was created. This allowed for a scalable content solution while minimizing the number of updates myspace would be required to make. Each content area withing the flash component, like it's html equivalent, reports click-rates and usage statistics of our users. Additionally, the physician locator tool, redesigned from the sister-website TurnToHelp.com, was added to steer users to appropriate help in their neighborhood.
The nature of myspace as a social-network means that Addiction411 is spread and passed as the friends' networks grows. There are both direct and indirect methods for this effect: The myspace interface allows for the sharing of profiles via a "forward to a friend" link. Also, the ability for users to position Addicition411 as a "favorite" keeps it visible in a user's profile. The indirect effect of the myspace presence, is that 7,241 friends feature the Addiction411 URL in their profiles. Many of these friends musicians are celebrities with sympathies for opioid addicts (or may be recovering addicts themselves). High profile endorsements of this kind would be difficult, if not impossible to secure in maintain in any other venue.
Social media and viral marketing is maturing into a required component of any branding campaign. Recognizing the nuances and pitfalls of the medium is crucial to the success of an interactive media agency. Addicition411 is a sample of market-leading thought and an understanding of new media in marketing.