Articles of Interest

Wednesday, September 01, 2004

Apprentice partners with Friendster

By Pamela Parker | Zachary Rodgers | August 27, 2004

Friendster picked up NBC as a client for a promotion of the TV network's hit reality show, "The Apprentice." In anticipation of the new season of the show, which stars real estate mogul Donald Trump, Friendster has posted profiles of all 18 of the show's contestants. The Apprentice's second season begins September 9.

Users can browse the profiles, accessible through a mini-site at apprentice.friendster.com, post themselves as "fans," and express their likes and dislikes about each candidate.

Friendster says it plans to unveil "new products and features wrapped around this new concept of media promotion." The NBC deal leverages the experience and relationships of new CEO Scott Sassa, the former NBC Entertainment president which Friendster hired in June.

The social networking player also recently hired ad sales chief Charles Barrett from AOL. The Friendster "profiles as marketing" concept was first employed for Dreamworks' film "Anchorman" in July.

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