Samsung Wants Facebookers to Thr!veOn

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New research from NPD shows that 20% of US adults have played a game on a social network site. Vying for a piece of that action: Thr!veOn, a new Facebook app positioning itself at the intersection of social utility and gaming.

Thr!veOn, a collaboration between Samsung Electronics and Digitas, compiles photos, videos and updates posted on Facebook into customized, individual profiles that further define users’ identities and incentivize use with a gaming element.

Their aim: to respond to digitally engaged consumers’ desire for greater self expression.[more]

Log in to Thr!veOn and your profile photo pops up centered in the middle of a circle of categories such as music, style, sports, and technology.  Move your personal information around at will and each post appears as a category label which then can be shared as your Thr!ve page – or sort through old posts via “Memory Lane.”

Users get points for uploads and actions such as adding content or tagging, while a leaderboard shows who is Thr!ving the most.

“It’s a pretty ideal social marketing tool,” comments Adotas reviewer Gavin Dunaway, “a handy app for sorting previous posts with a point system to make it more fun, something those of us who aren’t obsessive-compulsive could really use.”

Available for download on the Samsung Mobile Global Facebook page, the app promotes the Samsung Galaxy S Android-powered smartphone.

“While technology is always changing, Samsung Mobile is committed to providing people with the best opportunity to share who they are. This is why we join our customers in celebrating the many wonderful ways that sharing occurs in the world,” said YH Lee, SVP Mobile Communications Business.

It’s the latest digital play from Samsung, a global leader in semiconductor, telecommunication, digital media and convergence technologies that is also a lead producer of digital TVs, memory chips, mobile phones and TFT-LCDs. U.S. consolidated sales reached $116.8 billion in 2009.

Digitas, a leading global integrated brand agency works with media, marketing, and technology to augment the brand-consumer experience.

“People enjoy sharing because it is a means to self-identify. We’ve worked with Samsung to enhance the digital sharing experience while connecting users with their passions and bringing them to life,” said Seth Solomons, the global CMO for Digitas.

Facebook’s latest addition adds a social gaming touch to a social network already in the top leaderboard position.

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