virtual credits they can spend on e–commerce; what is necessary and can not be set aside is the user’s preference for the specific product or service which has been the subject of the campaign, as this is the philosophy of Friendz. The aim of the reward is only to encourage users to take and publish high quality pictures when these are associated to the brand. Moreover, the users’s contents are verified and approved by the staff before being published and made visible by other people, so that the company has a further guarantee concerning the quality of the images.

Friendz is proposing as a sucessful instrument to solve web’s users problems such as the information overload and the banner blindness. These problems are clear, given the 300 millions downloads of adBlock Plus. For this reason, what is considered as quaestio primaria – as well as our attribute – is the call for an identification of customers’ preferences and the understanding of how they react to the market supply throught their individual taste. The factor Friendz wants to exploit is the emotive issue the association between the product or the service and a familiar component cause to the social networks’ users. This association unconsciously increases the value given to the product or the service: friends are the real influencers. Friendz is the first marketing platform that allows companies to get into people’s social walls and transform their customers in influencers. We are talking about a new and unique way to make brand awarness. Moreover, thanks to the interactions between active Friendz users, it comes a considerable amount of informations throught which it’s possible to test products, brands and/or communication tools as a consequences of their impact on collective consciousness: Friendz presents to the company even extremely useful data which can be analyzed in order to make qualitative e quantitative market research.