San Francisco based social network game developer, Zynga is known for some pretty out of the ordinary antics such as letting Snoop Dogg blow up an armored truck in the middle of a dessert or hiring scantly-clad mobster ladies to promote Mafia Wars in Las Vegas.
However, Zynga also did an innovative, yet less publicized, marketing stunt through social media with the help of MyLikes. MyLikes is a word-of-mouth advertising platform that allows the long tail of influencers on the web to create endorsements for products and services they like.
Zynga approached MyLikes to with the challenge of creating an online campaign to increase social engagement with its Farmville and Mafia Wars games and get new users to play their games. MyLikes used both cost-per-post and cost-per-click campaigns to increase social engagement with Farmville and Mafia Wars on social media platforms, mostly Twitter, Facebook, and YouTube. MyLikes Influencers posted online about specific features and items on Farmville and Mafia Wars, or simply encouraged people to play with them, and were paid per click.
Among some of the biggest influencers promoting Zynga online was, of course, Snoop Dogg.
High profile MyLikes users such as Snoop Dogg were responsible for generating almost 1 million views and 14,000 click throughs, according to MyLikes. In total, MyLikes users posted around 24,000 posts to different social media platforms about Farmville and Mafia Wars, which received over 33,000 click-throughs, and had almost 10 million views.