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"Britney Spears\u2019s album, Femme Fatale, landed at number one on the Billboard charts last week, but the singer didn\u2019t get there all by herself.\nThe buildup for the album had a pretty serious social media component that may be used as a blueprint for future album releases. Spears's label, Jive Records worked with Crowd Factory\u2019s Social Offer technology to spread the word as much as possible via social media and reward influencers. \nHere\u2019s how it worked: Visitors to Britney.com saw an offer to pre-order the album and share the offer with their friends. If fans got 10 or more of their friends to visit Britney.com, they got a 20% off promo code for the entire Britney catalog. (This differs from the Groupon model \u2014 in which a certain amount of people are required to take part and, if they do, everyone gets the discount.)\nAs a result of the offer, 30% of traffic to Britney.com came through Crowd Factory. Each sharer got six or more friends, on average, to visit the site.\nSanjay Dholakia, CEO of Crowd Factory, says the promotion worked because it joined two principles: deals and gaming. \"We combined the two things,\" he says. \"It's sort of a game.\" Dholakia says it makes more sense to reward superfans in this case than to offer a deal for everyone a la Groupon. \"This makes it more personal and more effective,\" he says.\nThe group-buying deal wasn\u2019t the only social media innovation related to the album. Prior to the release, Britney\u2019s team released several teaser videos on YouTube \u2014 at 10 seconds or fewer \u2014 that got a total of more than 10 million views.  As part of her social media makeover, Spears \u2014 who lags behind pop stars like Lady Gaga and Lil Wayne in Facebook fans \u2014 also recently launched a Tumblr site."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2011/04/12/britney-spears-social-offer/>