Friendster users can download the widget from the profile page of brand character Rexteen Rexy. The widget is installed on their own profile pages, and allows users to build a virtual ‘room'. They can furnish this room by buying Rexona products.
The initiative marks the first time in Asia a brand has launched a widget out of its Friendster profile. It is being promoted only in Malaysia via a media campaign, though the profile page can be seen in all markets. If successful, the widget may be launched and promoted in other Asian markets, according to sources close to the campaign.
For the full story see this month's Digital Media magazine. To see the Friendster page, click here
