Facebook Video Chat… World Takeover Strategy

July 7, 2011

Now that facebook has not only dominated the social network space, launched a successful advertising platform, launched geo location offline business integration(facebook places), why not just jump into another market ? video chat ?

The facebook+skype integration allows users to connect with their online friends via skype

how to setup facebook video chat

video chat

Step 1 seen above is selecting the person you want to start a video chat with.

facebook video chat installation

installing facebook video chat

Next thing we need to do is download and install the software that makes the video chat possible, this is a simple 2 click process(Tell google to keep it simple). Are you excited yet ?

facebook video chat installer

video chat installer

Now you run the file and within seconds you can be chatting away with people all over the globe. Without having to invite them into circles(out the box functionality, now way!) Yes way.

video chat installer progress

video chat away

A simple web call authentication that installs the program

calling someone on facebook video chat

video chat call request

What you see above is what it looks like when requesting a video chat call(if you are the person requesting it).

recieving calls on facebook

recieving calls on facebook

A simple call request before a call launch is seen above and the grand finale, the peice de resistance is seen below.. Drumroll please

And below is my little cousin who never wants to use any new technology(we all know someone like her)

facebook video calls

arguing with late adopters

Presto.

Since none of my friends have video calls and the 1 person I called was unlcothed, it will be a while before you see the actual video call image


How Google+ might shape social experience optimisation

July 1, 2011

Sometime around March 2011, Google made a new feature known as +1 available in the search results. Users who wanted to rate various websites for relevance could do so by clicking the +1 button,which would give the website or content additional visibility online. However what was not clear, was what would a flood of +1 ratings do for any particular website ? It was unclear how each person who clicked the +1 could use their influence within various social circles to ensure that “relevant” and “timely” content was shared with the people best suited for it within your social circle.

Enter Google+

google+ dashboard

Google+ allows people to build networks around locations and interests as well as numerous other factors. The question is how will this impact SEO (search engine optimisation) and will social experience optimisation influence search results ?

2011 Overall Ranking Algorithm

2011 Overall Ranking Algorithm

We know from a survey done by one of the leading SEO communities, that social media is one of the many ranking signals for organic search. The survey also revealed that geo location is one of the other factors that influences organic search results. All evidence points towards increased relevance being localised as well as influenced by social signals.

The answer has already been provided by google who recently announced that google+1’s will be visible in your analytics profile, and since we already know that social media is one of the ranking signals for website performance, brands will now need to factor in generating content that resonates with their target audience strongly enough to get them “Social approval”.


Will it go dot.mum? (the real adnews article)

November 25, 2010

A new phrase has entered the building – dot.mum. It was blurted out (as these things normally are) in a creative brainstorm the other day, ‘I like it, it’s a great idea, but will it go dot .mum?’.

At the time, it came out as shorthand for ‘the mainstream’. The incomplete thesis behind the mumbling was once you’ve gone dot.com you then need to go dot.mum, which means you’ve pretty much got yourself into every household (pretty much – an incomplete thesis as I said).

As the presumed ruler of the household purse, Mums have long been the targets of some pretty one-dimensional strategies (we’ve all seen it before in this industry; food = fear, toilets = pride, etc) and, of course, the terrible advertising that accompanies it. There is a lot more to dot.mum than meets the eye though (now that I’ve actually bothered to explore my mind fart) the truth of the matter is that actually dot.mums are changing the nature of what the mainstream is.

The Entertainment Association of Australia quietly released a study last month which predicts mums are set to overtake teenage boys as the new gamers (ask anyone at Facebook and they’ll tell you they’ve already seen it happen). Their study shows that 46 per cent of the Australia’s gamers are now female, with the average age 30 years.

While we’re fighting some female marketing stereotypes, I’d like to include a side point of clarification here: In the same way that mums aren’t fear-driven, pride-seeking, FMCG buying machines, when women play games they do not necessarily want teddy bears and shopping apps.

A study undertaken in 2006 by the Australian Catholic Univeristy no less (their misspelling not mine… Given this, perhaps we should view all results as indicative at this stage) found that female gamers find mental stimulation, creativity, interesting story lines and superior graphics more important than anything else (more important than dolphins and flowers for example).

Once you’ve put your copy of Ad News down go and check your analytics for some genuine insight. When we launched our paper plane game (check it out – it’s fun) we found out that the majority of the users where female (55%) and since then we’ve taken specific learnings into a number of campaigns. One implication is the fracturing of engagement (mum’s are very busy people) so we need to make any content bite sized, flexible and something they really want to return to.

Make no mistake the dot.mum phenomena has its downside. Is something still cool if it has gone dot.mum? Just ask Dido. And then there is the question of where dot.mum finishes? Once the chick chick boom girl appeared on sunrise her cache evaporated. So where does Sunrise fit and should we include Sunrise in our media plans for dot.mums? That really is the stuff of sleepless nights.

So guess what, games are increasingly a mass marketing channel and women aren’t idiots. No, there is much more to it than that. Going dot.mum is important, it is the future of the mainstream, a future mainstream we must connect with and, in order to do so, ultimately understand. If we can’t get that far let’s at least make sure we don’t fall back on some of those bad marketing assumptions.

Now you’ve read this rubbish, go and check out some serious gamer girls here – girlgamers.com.au, thumbbandits.com or womengamers.com (the latter of which is now 11 years old btw).

Ben Hourahine is Strategy Director at Amnesia Razorfish – @benhourahine

————————————————————————————————————————————————-

Published in Adnews – ‘Dot.mum is the new mainstream’ – 19.11.10

This is the original version before the re-edit, my name is also spelled correctly here too 😉

 

Once you’ve put your copy of Ad News down go and check your analytics for some genuine insight. When we launched our paper plane game (check it out – it’s fun) we found out that the majority of the users where female (55%) and since then we’ve taken specific learnings into a number of campaigns. One implication is the fracturing of engagement (mum’s are very busy people) so we need to make any content bite sized, flexible and something they really want to return to.


Kitty criminal – the viral story of CatBinLady

August 27, 2010

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I was walking home from work and saw this cat wander out in front of me. I don’t know what came over me, but I suddenly thought it would be funny to put it in the wheelie bin, which was right beside me.

Happens to the best of us, eh? This is how 45 year old Mary Bale from Coventry in the UK described the bizarre lapse of judgement that has catapulted her to global interweb fame in the space of a few days.

Lola the cat’s owner, Darryl Mann, heard her piteous yowling inside the wheelie bin outside his home fifteen hours later. Unluckily for Mrs Bale, her random act of kitty cruelty was captured on Darryl’s security cameras and promptly uploaded to YouTube by his wife, Stephanie. It wasn’t long before the resourcefulness of crowds tracked her down, and now she’s news from the Washington Post to the Sydney Morning Herald.

Her name, address, manager’s phone number have been posted online; there are at least 8 Facebook pages denouncing her villainy (not counting ‘Death to Mary Bale’, removed by Facebook). The Sun newspaper in the UK has published a Flash whack-a-mole game (renamed Whack-cat-woman) allowing users to smack Mary’s wicked head as it pops out of wheelie bins.

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Back on YouTube there’s a video entitled ‘Cruel Cat Dumps Woman In Bin (Revenge of Cat)’ in which the tables are turned – a man in a Sylvester the Cat suit dumps an old lady in a wheelie bin.

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Mary’s even got a fake twitter account in her name, CatBinLady, which has her tweeting pathological random acts of weirdness as she goes through her day: “Just kicked the head off next door’s gnome. For a joke. Who’s laughing now though? Not me. Not me.”

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In short – she’s gone VIRAL! In just days.

While notorious Mary is barricaded at home, pilloried by the world’s media, menaced by crowds outside her house and expecting to lose her job, you’ll be pleased to hear that Lola has recovered from her ordeal purrrfectly.


New Facebook Privacy Tools: A Cunning Ruse?

May 19, 2010

Everybody is mad at Facebook for destroying privacy all the way across the Internet. Here’s the thing though, they’ve recently had this meeting, right? You’ve probably heard about it. Only two things appear to have come out of this meeting so far, and neither address the issue at hand.

In essence, the two new tools described here allow you to give specific devices (your phone, work computer, and home computer for instance) the authority to log-in to your Facebook account. While this is fantastic for account hacking prevention, and are therefore important for privacy, they’re barely related to the reasons an angry mob has formed at Facebook’s gates.

My rant after the jump.

Read the rest of this entry »


Refreshingly Fun: What we’ve been doing with Pepsi

January 8, 2010

You’ve probably seen the billboards and bus ads by now, but in case you weren’t aware, we recently launched the digital side of Pepsi’s new Hit Refresh campaign. MTV are pushing it on television, we’re running it here on the ‘net.

It’s pretty cool, a mash-up of Pepsi re-inventing their image and placing a huge focus on digital marketing the combination of which turned into a Twitter based scavenger hunt, with the prizes coming in the form of cold hard cash. Well, not cash so much as 101 slick little EFTPOS cards loaded up with $250 each.

A brief run down: the refreshment company activation team (known as Pepsi Refreshers) make their way out into the world, choose an obscure location in a well populated Australian city, and then start tweeting out clues about where they are from the Pepsi Australia Twitter page. We’ve rigged it so that game playing, money lusting, Pepsi fans can also catch these updates on the Facebook Page, or at the Hit Refresh site, in order to more effectively race each other to the prize.

This is excellent because the entire thing can essentially be run from a smartphone, an easy thing for a Pepsi Refresher to have on them at all times. Plus, the players themselves aren’t tied into any particular service in order to keep up with the clues. It’s infectious, interactive, and incredibly efficient – social media at its best, really.

Creative mastermind Toby Caves really took advantage of the fact that APIs and widgets basically rule the internet now, and the main campaign site grew into a deliciously crafted overview of everything that’s happened, and is happening in the competition at any given time.

The latest clues are fed in from the Twitter page, Facebook fans are prominently displayed, a schedule and Google powered map let people know which cities the Refreshers are going to pop up in next and the Winners Gallery shows off all those lucky sods with their fancy new free money cards. It’s all ruled over by an explanatory Flash header, and coated in a vibrant blue that only exists between shades of Pepsi and Twitter.

Speaking of those cards, we feel like they’re a bit of a win. Based on the global Refresh campaign posters and candy colour palette, they are a bit more recognisable and fun than straight up cash in your hand while still being just as usable.

Stamped with the new Pepsi globe logo, we’ve also slapped some helpful thematic suggestions for spending the well won dollars. Things like style, scene, and so on – after all, if you win a prize you shouldn’t be using it to pay your bills (unless you really need to, then it’s ok). As a general rule though, prizes are fun, should be used for fun, should be spent on your self, and we wanted to encourage that.

We wanted the prize cards to be like the campaign, simple, effective, fun and it feels like we nailed it.

No, it’s not modest or polite to rave on about oneself, but this is a pretty exciting project for us, and the response so far has been amazing, so we thought we’d throw out a few more details and see what you all think.

Check out the campaign, hit us up in the comments and let us know.


Orange friend-o-meter

November 13, 2009

An interactive quiz to promote the launch of the Motorola Dext (‘The Super Social Networking Machine’). This quiz connects to twitter, facebook and myspace and tests how well you know your friends by pulling data from their profiles and feeds.

Pretty cool ‘eh.

@handypearce

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Historical Moments of Internet Social Power Changes

October 27, 2009

I was just checking my folder where I keep interesting screenshots of stats (ok, I admit they’re probably only interesting to me but hey… I just like sharing). So here’s some ‘interesting’ moments where power shifts occur in the world of social and UGC. (Note: Stats are from the publicly available Alexa site). Note that I screen grabbed these at the time and saved them because there’s not always a guarantee you’ll be able to get the data in the same state in the future. Currently Alexa now only goes back 2 years since they changed their data analysis so the first screenshot below is something of a collectors item (if you collect screenshots of stats that is).

~ @eunmac

Below: Jan 2007 YouTube clearly passes MySpace.

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Below: What has happened since (in a little under 3 years)

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Below: Another change in global domination in 2009. Facebook passes YouTube in July.

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Below – What’s next? Despite the hype surrounding Twitter it’s got a long way to go to catch Facebook which continues to grow at a phenomenal rate with YouTube appearing pretty solid – although interestingly Twitter appears to be now on par with MySpace and looks set to pass it next month.

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The Key Features of Social Media and Networking Sites

June 5, 2009

Smashing Magazine comes though again with a brilliantly in-depth article about the user interface design of social networking sites and what makes them good user experiences.

keyfeat

They’ve chunked them down to 9 key points:

1. Simple Interface Is The Key

2. Prominent and Functional Search
3. Prominent Call-To-Action-Buttons
4. Calm Separation of Elements
5. Treat text as User Interface
6. Simple and Usable Forms
7. Real-Time Updates
8. Word-Of-Mouth-Advertising and Personalization
9. User-Centric User Interface

The article is a must read for any web designers or social media gurus, its very in-depth and definitely one to bookmark and pass on.

Read it here

 

*note: image by Kleinmania


Top 100 most valuable brands in the World? Why they got it all wrong.

May 6, 2009

Article by Iain McDonald – Founder / Exec Creative Director at Amnesia Razorfish. (@eunmac)

Each year Millward Brown puts out it’s index of the top 100 brands every year (here). I’m going to offer a different opinion (and yes, it’s only my opinion) on why I think it’s a load of old-school corporate phooey which is sending a financially skewed perspective on the value of brand compared to the modern consumer REAL thoughts about brands.

Note: I take the point that not all brands in this list are consumer facing per-se, but when publishing a list of the “Most Valuable Global Brands” I believe the word ‘value’ and ‘brand’ needs to take a deeper dive into broader consumer data and well beyond “highest margins and the most recognisable logo”.

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In my humble opinion the power of a brand should mostly be judged by how well it is able to reach, interact with and influence a consumer, in particular with regards to their decision making process (which has a lot to do with ‘Trust’). It’s a big subject area and worth a lot of $ when you look at the $ad spend invested by these brands. Millward Brown have their ‘formula in a bottle’ to compare brand power but I believe the only place this list belongs is in a Sunday-Financial-Pullout-Section and that it is not indicative of a modern day ‘powerful consumer brand’ particularly in today’s digital world.

As a footnote I should say that my core interest lies in understanding the ever-evolving ‘digital’ consumer, (which of course is now an every day consumer too). I spend most of my day listening, observing (some might say spying), engaging in real conversations as well as looking at a lot of quant data and an array of third party research. I’m of the school of thought that you can define a brand by what consumers actually think and feel about a brand – I do not believe a brand is always what the CMO says the brand is so when I see a list like the one above it makes me squirm slightly. I’ll tell you why in a second.

Firstly I do recommend reading the full PDF of Millward Brown’s Top 100 Brands (here) and come to your own conclusion – hey… you may just love it and agree with their definition of ‘brand power’ 100%. That’s ok by me – I’m just offering another way of looking at things.

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The first problem for me is right here below an excerpt from their report:

“Customer Opinion
The secret ingredient is WPP’s BrandZ
database, based on an annual quantitative
brand equity study in which consumers and
business customers familiar with a category
evaluate brands.
Since BrandZ’s inception over 10 years
ago, more than one million consumers and
business-to-business customers across
31 countries have shared their opinions
about thousands of brands. It is the most
comprehensive, global, and consistent study
of brand equity.”

As you can see the above plays a critical part within the formula below used to calculate the list.

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So why do I have an issue with this? For a start I’m not a big fan of anything that tells me they have “secret ingredients”… especially when I believe the raw data is available elsewhere in digital channels already and in much larger quantities. Secondly I do not believe the final list reflects the actual brand sentiment or evidence that can be seen daily by the interactions consumers have in the digital landscape, which as a source of information offers a lot more qual and quant data than any one study a single company can undertake to produce in a ‘comprehensive study’.

Search Trends – An alternative way to measure Brand Power
When you have enough data, the signal usually rises above the noise. Search trend data (which Google makes available here) gives us some critical insight into ‘real’ Brand Power pull and arguably the biggest source of data available on a brand. In this instance if a brand is unable to PULL its consumers into active search through it’s spend on marketing, comms, PR, CRM, new product innovation etc then there is probably an issue in here that needs to be addressed. I know some will question if search is relevant to all brands, but I would argue that even with ‘low interest categories’ the global data is there. Example: Here’s Wrigley’s in amongst the category mix for Chewing Gum and Bubble Gum over the last 4.5 yrs.

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The argument against the top 100 brand power list:
Let’s take some of these brands in the top 100 and look at search trend data from the last 5+ years in Google as well as the last 12 months. (Note: I’ve chosen unique brand keywords to look to keep the data more ‘pure/clean’ for my examples). Given that the growth of the Internet during this period you would expect to see a brand in good health showing positive results in search and an upwards curve. This is NOT the case with many of the brands listed in Milward Brown’s top 100. In fact IBM (#4 on the list) has seen a steady decline in search traffic, yet it is listed as being 20% more valuable than the previous year. Sure – they are not focussing efforts on the consumer these days, but that to me means they are not as powerful as a global brand as I see it. IBM belongs in a list which talks to corporate, finance, and niche brand power and does not belong at #4 on a list which defines Global Brand Value/Power. To the image below – in general when it comes to consumer facing brands my own opinion is that when search data trends down it usually represents negative brand health.

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In fact many other brands in the list (and yes, I include Porsche in here) are flat-lining which in real terms represents a relative decline given the growing internet usage and penetration occurring. (Please note I’m keeping data simple here and concentrating on Search  – I have actually taken time to look at plenty of Buzz/Social media trends and available traffic data as well and most trending data is in line with search data).

Going Up or Down?
Millward Brown states that Vodafone’s brand value is up 45%, IKEA is DOWN 21% (at #95 in the table) and Tesco is down 1%. (Strange?! IKEA attracts double the search volume of Tesco but is ranked 74 places behind on the list which begs the question: Does Tesco’s financial performance really make it that much more powerful as a brand?). In fact all of these three brands are seeing marginally positive search growth when adjusting for seasonal trends and economic factors so I would suggest a positive brand increase overall for all three.

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I’m the Chairman of IBM what do I do?
Now, I’m sure Millward Brown’s report probably makes a few CEO’s feel a little better about their business (and no doubt helps WPP’s advertising empire too), but personally I cannot agree with these results as a definitive list of modern day brand power. The reality is that the consumer of 10 years ago does not exist anymore. Today’s consumer connects, shares, evaluates in entirely different ways which of course is another blog post for another day. If you are the Chairman of IBM and you’re reading this, then my advice, “It’s time for you to rethink your brand strategy – your consumer has shifted and you as a brand haven’t moved and are certainly not moving with them at the moment” and if you think that the only people you need to impress with your brand is the CTO, CMO, CEO and CFO then I would beg to differ.

So… what are the most powerful brands?
As a start point I believe the most powerful brands are the ones which consumers trust the most, identify with and feel comfortable enough to share with others. Yes of course financial stability is important and plays a big part when it comes to “Trust” which is possibly the single most important word when it comes to Brand Power.

I find it amazing that there was no section in this report on ‘digital brands’ especially when you look at the search data below… now  you start to get an idea of how BIG these new digital brands are in peoples lives. Facebook has actually outpaced Google in search trends by almost 3:1. YouTube is the worlds second biggest search engine, and ranks higher than Google itself in trends.

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On the chart above none of the top 100 brands make a dent on Google, and even Microsoft looks small next to that. I could go on and on… but I’ve probably made my point and this is supposed to be a blog post not a thesis.

My Conclusions:
– The top 100 brands in Millward Brown’s list do not match available trend data on brands from independent sources such as Google, Blogpulse, Alexa etc.
– Digital Brands like Facebook clearly belong in any Power Brand list if sheer volume of interaction plays a part in establishing the power of a modern brand.
– IBM and many other brands on this list that were given positive brand health in 2009 by MB are in fact declining (from a consumer perspective).
– Big brands are still not investing enough in digital as a channel as a proportion of overall marketing spend.
– Traditional agencies still selling too many brands ‘the old way’ – not investing in digital relationships with their customers.
– Reports of this kind should include public sources of data. Why not include search data, twitter mentions, blog posts and semantic data in forming these kind of studies?
– Brand Power should not be based so heavily on financial data. Some of the biggest brands are also the most complained about brands.
– Lack of competition in a category yielding financial success should not be mistaken for positive brand sentiment.

Article by Iain McDonald – Founder / Exec Creative Director at Amnesia Razorfish. (@eunmac) – feel free to drop me a comment!


interesting

January 16, 2009

Info found from a friends blog  – I will keep identity secret! BUT;

Myspace secretly building webmail product

Hot off the press and all secret squirrels at this stage but Myspace are building a webmail product to rivel hotmail, Yahoo! mail, gmail etc. It’s a big step given that only 6% of users spend time with social networks mail products. But if users were to migrate to use their Myspace mail as their main account this would be huge for Myspace. Traffic would increase to perhaps double / trebble the current numbers and also increase dwell time massively giving them a huge advantage over Facebook.


A lesson in viral marketing?

December 9, 2008

This week’s ‘best’ Facebook FunSpace virals have made me wonder if you ever really can pick, let alone create, a viral winner. Most of these top 10 videos are shocking. Peanut Butter Jelly Time (despite being a mash up of an old viral), the Teletubbies video and the music clips look like the only videos worth forwarding … at a stretch.

#1 Miranda Lambert “More Like Her”
#2 Cute Animal Christmas Song
#3 2 year-old girl singing the Lord’s Prayer.
#4 Peanut Butter Jelly Time
#5 Hollywood Rap-Up, Dec. 5
#6 Jingle Farts
#7 laughing_babies
#8 Teletubbies: Shake That Ass Bitch
#9 Marilyn Manson “The Beautiful People”
#10 *Christmas Dogs*

Surely we can do better than that. Send me links to any good virals you have received via Facebook lately to restore my faith in Facebook as a good channel for video distribution. Or better yet, send me a link to the worst viral you have received lately. Let’s see if we can top this list.

 



I just got FaceSpooked…

August 13, 2008

Here I am… starring in Spooks. Great tool from Oddcast that puts a 3D version of your face realtime into flash movies.

Watch me here (if you can’t be bothered to make your own).
http://host.oddcast.com/php/api/facebook/doorId=276/clientId=152/mId=27795779
(This will only be online for 3 months)

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Make your own Facespook here:
http://www.facespook.co.uk/


Is Ning is poised to be the next Facebook?

March 21, 2008

Ning is billed as being a tool for creating your own ‘white label’ social network. Recent data supports claims from the company that says that popularity is steeply on the increase. Alexa stats show that the site is attracting roughly a third of that of Bebo. According to comScore Ning is now getting over 3,000,000 users a month.

We first looked at Ning early in 2007 and tried out a couple of the features (want to see? – go to amnesia’s ning url: forget.ning.com). We probably would have done more with it but we didn’t like a large portion of the page being taken up with Google text ads …so we’ve let it sit there gathering dust.

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We do however quite like Ning and think that there is definite promise especially with some new features on the way. The next 3 to 6 months will be very interesting to watch and if the traffic curve from the last 3 months continues then it shows every sign that it will be ‘the one to watch’ in 2008.

Ning


Prize Rush – Win Instantly

March 7, 2008

March 3 2007 – Amnesia and NineMSN have re-launched Prize Rush. To win instantly answer questions, follow the clues and dig on the map of a million pixels. Luck works, but so does careful strategy!

This is version 3 – discover why it is so popular – play here at www.prizerush.com.au

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Red pixels indicate where people have dug. Orange = winners!
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HelloTxt – Making your unproductivity more productive.

February 8, 2008

I don’t know about you, but between updating my Facebook status, Twitter and Pownce, I rarely have time to get any work done.

hellotxt

HelloTxt to the rescue! Update your status at Twitter, Jaiku, Pownce, Facebook, Plaxo, Tumblr and others at the same time!


The early bird catches the worm

January 23, 2008

Fig 1
fig 1.

I joined a Corey Worthington facebook group (… or Delaney whatever he is called) and two days after he appeared on the TV I get a message from the group creator offering me this T-Shirt (see fig1). Man that guy is quick off the mark and from the looks of it he’s made a fortune out of the little scally . Just shows you there’s money to be made on this interweb thing if you’re quick thinking and got cash to burn. They’re available on ebay if you fancy one.

Watch this space for spit bridge traffic t-shirts and other t-shirt worthy news subjects.


Slap Corey Worthington Delaney or sign up on Facebook to his next party

January 17, 2008

The choice is yours…

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http://www.slapcorey.com/

Or join the group we set up on Facebook…
“I want to go to Corey Worthington’s next party”

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http://www.facebook.com/group.php?gid=9090485989


Is the end in sight for Scrabulous?

January 17, 2008

Just in case you never see it again here’s a screenshot of Scrabulous. Facebook has been asked to remove it (by Hasbro and Mattel the makers of Scrabble). 594,924 daily players and about 2 million members mean it has become a little too big for them to ignore. Can hardly say it’s a surprise but why don’t they all go and have a hug and find a way for it to work for all of them?

As with most things like this, Scrabulous will almost certainly have another 500,000 subscribers by the end of the week thanks to the lawsuit.

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