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January 3, 2011

 Brands using 'House Parties' to build relationships and data

Big companies such as Sony are using events based in consumers' homes to develop closer relationships with their user base, while gathering useful data at the same time. Consumers are encouraged to volunteer to host events where they typically receive bonuses such as prizes, access to unique or specialty products etc, which increases their attractiveness, while developing the consumers as brand ambassadors for the products. These events have the capacity to create increased buzz on social sites such as Facebook and Twitter, resulting in new and stronger relationships with consumers and presumably generating increased sales.

Source: Direct Marketing News. Full story available at:

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