MySpace reveals sponsorship effectiveness data for Kiss Or Miss

Social networking site MySpace has released results which it says prove the ROI around sponsoring its video shows.  

MySpace Kiss Or MissMySpace integrated Bonds and Spring Valley into its Kiss Or Miss dating show, which ran online during March and April.

research conducted by Nielsen Online assessed the attitudes of MySpace users to the two bands depending won whether they had viewed Kiss Or Miss or not.

It found that:

  • 35% of non Kiss Or Miss-viewing users intended to purchase Bonds in the next four weeks compared to 53% of Kiss or Miss visitors;
  • 54% of non Kiss Or Miss-viewing users said they would recommend Bonds compared to 74% for Kiss or Miss visitors;
  • 39% of non Kiss Or Miss-viewing users said they intended to purchase Spring Valley in the next four weeks compared to 57% for Kiss or Miss visitors
  • 48% of non Kiss or Miss viewing  users said they would recommend Spring Valley compared to 60% for Kiss or Miss visitors 

As well as prominent advertiisng on the Kiss Or Miss site, there was product placement for the two brands within the programmes.

Tony Marlow, research director for Nielsen Online, said: “People who watched MySpace Kiss or Miss were much more likely to buy the products associated with it. The  case study highlights how a range of different brands can now not only be associated with the free content, but within the social networking environment there is a myriad of extra functionality which helps increase engagement with the marketer’s brands.”

MySpace is currently pushing sponsorship of its Road Tour 2 program, which will see presenter Jabba travelling across Australia looking for MySpace’s five most extraordinary users to compete for a prize of $20,000.


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