Thu, August 31, 2006
Ok, so we reported on this a while back but I stress that all Broadway marketers read the attached story. We get a ton of requests from clients on creating a MySpace for their production. Whether it’s creating one for the actual show or one based around a specific character, we’ve launched numerous ‘free’ MySpace campaigns. Well, as we told you a few months back, MySpace is pulling profiles without notice on anything relating to a commercial entity. Shows looking to build and invest time in building an ongoing MySpace presence for ‘free’ should simply know the risk that MySpace may delete your profile (and hard work) at any moment without notifying you. Once it’s deleted, there is no getting it back.
Here is a great article from USA Today that confirms this point. According to the story, “MySpace says it monitors unpaid commercial profiles and has taken down some down. A firm no-no: directly selling products from the page.”
In addition, the story gives a great overview of other organizations using MySpace but in a paid program. Brace yourself. “Many of the faux profiles (brand mascots) are paid deals with Fox Interactive Media, the News Corp. unit that sells advertising on MySpace. Buyers get fancy features for the page, and the profile is promoted on the site to other users with banner ads and text links. The cost ranges from $100,000 to more than $1 million, depending on the page's technical complexity and the level of MySpace promotion, says Michael Barrett, chief revenue officer at Fox Interactive.”
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