Sponsored Virtual Gift Case Study

     

 

Minti has released a Case Study on the results of a recent Sponsored Virtual Gift campaign an advertiser ran on Minti.  

Some details include…

1. A tike virtual gift was sent every 20 seconds from a member to another member.
2. 21k+ tike virtual gifts sent from member to member [figure is as of 26th Nov 2008]
3. 350+ tike blog reactions in the Minti community.

MothersClick acquired

Over on the MintiBlog I announced that MothersClick (ParentsClick Network) had recently been acquired (August 2008).

Here is a quick summary…

1. Acquired by Lifetime Entertainment Networks.
2. “Lifetime” is owned 50/50 by Disney and Hearst.
3. Price? Rumoured to be USD$10M
4. Here is the official press release on the acquisition.
5. Here is PaidContent’s blog post on the acqusition.
6. Here is MothersClicks blog post on the acquisition.
7. Interesting that the press release mentions that “MomBlogNetwork.com” (a website run/owned by MothersClick) has 2,500 registered “blogs”. I am assuming that they are referring to “blog posts”, not “blogs” as their blog directory only displays about 400 blogs in total. When you consider that Minti has over 200,000 blog posts from many thousands of blogs this number seems quite small.
8. Interesting side story is the MothersClick/TechCrunch mess (see here, here, and here) way back in 2006.
9. It looks like Lifetime will be leveraging the “robust technology platform that ParentsClick Network has built across our existing properties and new properties to come”.
10. Lifetime also now owns the 200 parenting domains that MothersClick had built up.