Monday, April 11, 2011
Quepasa's Latest Social Media Ad Campaign Drives Over 13 Million Engagements, Doubling Quepasa's Previous Record
WEST PALM BEACH, FL--(Marketwire - April 11, 2011) - Quepasa Corporation (NYSE Amex: QPSA), creator and operator of Quepasa.com, the popular online social network and game platform for the Latino community, today announced the results of a social media advertising campaign sold via reseller partner Sony Pictures Television Ad Sales Latin America (SPT Ad Sales). The campaign, powered by Quepasa's proprietary DSM technology, was Quepasa's first reseller-sourced campaign. The campaign resulted in more than 13 million user engagements, a record-breaking success for Quepasa's DSM technology.
Designed to support the Mexican launch of a new consumer product, the campaign served as the promotional component of a broader media push that included television, radio and Internet advertising. The campaign invited participants to share their entries across their social profiles to win points and compete for prizes. In addition, participants could double their points for performing "high value" tasks. In six weeks the campaign generated over 13 million engagements, which represents the main success metric for DSM campaigns and is defined as the sum total of views, votes, entries, comments and shares generated in that period. Highlights from the results include over 1.8 million shares -- socially and by email -- with Facebook and Twitter dominating social sharing behavior.
"We are thrilled that our DSM technology produced such powerful engagement numbers on behalf of our customer," said Quepasa's CEO, John C. Abbott. "Using a click-through on a traditional display ad as a proxy for an engagement, we drove the equivalent number of 'clicks' as would a traditional media buy of more than six billion impressions. This provides a compelling case study for social media's potential to drive ROI for advertisers, and sets a great precedent for our relationship with SPT Ad Sales."
"Quepasa's DSM technology allowed us to go far beyond what we could accomplish with a traditional web promotion," said Irving Plonskier, senior vice president and general manager of SPT Ad Sales. "Not only did the campaign achieve massive reach at a low cost, it supported brand awareness by generating real, brand experience. Innovative thinking like this will be critical as advertisers continue to shift their focus to social solutions and develop more sophisticated expectations vis à vis what their ad dollars can accomplish on the social web."
About Quepasa Corporation
Quepasa Corporation (NYSE Amex: QPSA), owns Quepasa.com, the leading online social network and game platform for the Latino community. Quepasa.com provides fun, interactive, and easy to use social tools, and rich multimedia content in English, Spanish and Portuguese to embrace Latinos everywhere, and empower them to connect online, compete in contests and games and share their interests, ideas, and activities. Quepasa is headquartered in West Palm Beach, Florida with offices in Miami, Los Angeles, Scottsdale, and Hermosillo, Mexico. For more information about the company, go to www.quepasacorp.com, or join for free at http://www.quepasa.com/.
About Sony Pictures Television Ad Sales
Sony Pictures Television Ad Sales Latin America (SPT Ad Sales) is a division of Sony Pictures Television Latin America. Headquartered in Miami, SPT Ad Sales oversees all advertising sales in Latin America on behalf of Sony Pictures Television's branded television networks - SET, AXN and Animax, as well as some of the region's other premier networks -- A&E, BIO, Casa Club, E!, MGM and The History Channel. SPT Ad Sales Latin America, led by Irving Plonskier, has operations in Brazil, Mexico, Panama and Miami (Pan Regional).
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