Rexona launched its teen range 'Rexteen' and need to engage a target group with notoriously short attention spans. They partnered with Friendster to create a branded 'Room Makeover' widget.
Simon Andrews comments on the new way people are making and keeping friends. 'We believe that the very concept of friendship is being rewired through social networks and whilst the major players in social networks (MySpace, Facebook, Bebo etc) favour the young right now we expect this phenomena to spread to other audiences – for example LinkedIn operates as a sort of social network for business people, with over 8 million users worldwide.'
Rexteen creates a virtual sanctuary
Social Networks are rewiring the concept of friendship