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Hitwise Intelligence - Heather Hopkins - UK

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Bebo and MySpace Take Walkears and Red Nose Day Viral

March 13, 2007

The Walkers Walkears site that I blogged about a couple of weeks ago has taken the #1 spot in our Community category, ranking ahead of other charity and community websites based on share of UK internet visits. With Red Nose Day rapidly approaching I wanted to give an update and show how Red Nose Day is engaging MySpacers and Beboers in this years campaign.

Bebo was the #3 source of upstream UK visits to Walkears last week, accounting for 7.42% of the site's visits. I signed in to my Bebo account to start my research on the promotion and noticed a link on the bottom of my profile page to the Red Nose Day promotion. There is also a featured sponsored link on the Bebo homepage. The links were promoting a "Big Bebo Takeover" contest challenging Beboers to design a Red Nose Day themed homepage. This is a great example of harnessing the creativity and energy of an online community with recognition within the community as the reward.

The #87 site downstream from Bebo was Walkears last week. Whilst I couldn't find a Walkears specific site, many of the "friends" comments referenced recent acquisitions of red ears.

MySpace also has an extensive promotion with several spaces and one even promoting a game that MySpacers can embed in their profile page.

The following chart shows the percentage of Bebo and MySpace's own traffic that has gone to Walkears over the past few weeks.
Walkears from Bebo and MySpace.png