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Advertising for Facebook Apps
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The firm runs ads on about 1,000 applications, including HonestyBox, which allows people to post frank messages on the profile pages of others, and Visual Bookshelf, an online book recommendation service.
The ads could move to other social networks, including MySpace and Bebo.
Jewell and a co-founder no longer affiliated with the company joined Gratis in 2000 after graduating from University of North Carolina at Chapel Hill. Gratis got started pioneering marketing programs, such as getting a free iPod in exchange for signing up for services.
The lead guy for SocialCash is Gordon Peters, a University of Virginia grad who has worked for Bain and an online marketing firm. He also spent a few years doing technology consulting for nonprofits in developing countries. The Gratis team has about 40 people.
The two guys can give off a bit of a frat-boy feeling, but in a slightly geeky way, and their own marketing strategies can verge on the goofy.
Their pitch sheet has the tagline: "SocialCash: It's Crazy Advertising Magic."
At a recent Facebook conference, the company had someone dress up as a gorilla and pass out materials to focus on its "gorilla marketing" expertise.
And SocialCash hands out a plastic card -- emphasizing that it will pay developers in debit cards if they want -- with contact information. The fake account number on the debit card: the first 16 digits of pi, the famous number from high school math.
