Hotlink taps on Friendster

Malaysia - Hotlink, the prepaid brand of Maxis Communications, has launched a Proximity-created Friendster profile which has garnered a base of almost 10,000 fans since June.

Hotlink Zone's new media-rich Friendster profile runs on real time. While a clock prompts the hours, the layout features content relevant to the time of day. More than 900 users have shared their comments about Hotlink Zone and thousands more have clicked to download items.

"There's a whole world wide web out there that savvies up these kids by the minute. So they're a lot smarter and more selective today than they were five years ago. Now rather than bombard them, we chose to push only the relevant information dependent on the time of day," Vic Sithasanan, business director for Proximity Malaysia, said.

Proximity creative director Nina Mohamed-Nor added, "This space gives us the liberty to apply a wide range of ad formats to enhance the brand experience. Its primary purpose is to create a relationship with the visitor. This in turn helps us optimize the experience while gaining valuable information on not just their behavior patterns but also set trend markers in place to prevent visitor fatigue".