Quepasa Corporation announced that it will use its distributed social media product, Quepasa DSM, to run a "Summer Look" contest campaign for Brazilian magazine publisher Editora Globo's Marie Claire magazine in early 2010. Editora Globo is a wholly owned subsidiary of Brazil's largest media group Organizacoes Globo.
Visitors to the Marie Claire website will be invited to upload a picture of themselves that embodies originality, fashion and quality. The campaign will last four weeks with a semifinalist chosen every Friday and a winner chosen at the end of the period. First prize is a one-year subscription to Marie Claire; those in second and third place will receive exclusive discounts on Marie Claire subscriptions.
Editora Globo is the first Brazilian customer of the Quepasa DSM platform, which launched in October and is a viral ad product that allows advertisers and brands to target and distribute their marketing message across all social media sites.
As part of this strategy, Quepasa intends to expand its sell efforts for both the Quepasa DSM product as well as the branded virtual goods that are now available as part of Quepasa's virtual economy. These two products should be of great interest to brands and ad agencies on a global level because they have proven to be the two forms of advertising that drive the deepest engagement on behalf of the brands.