December 17, 2009, 12:00 AM

Hallmark Facebook app launches 12 Days of Christmas virtual gift series

Hallmark’s SocialCalendar app offers icons to count down the holiday for posting on friends’ Facebook wall.

Paul Demery

Managing Editor, B2B E-commerce

Hallmark SocialCalendar, a Facebook application that allows users to share their personal calendars, plan events and share virtual gifs with friends, has launched a series of “12 Days of Christmas” virtual gifts to count down the days until the holiday.

Each day, one of the virtual gifts-decorative icons created by master Hallmark artist Bob Kolar-will be unveiled through Hallmark SocialCalendar on Facebook. They can be purchased with Facebook credits, which are sold by Facebook at a rate of 10 for $1, combined with a personalized message, and posted on a Friend’s Facebook wall.

“These virtual gifts are an inexpensive, meaningful way to make a friend smile as they anticipate Christmas,” says Maureen Dilger, Hallmark product manager.

The Hallmark SocialCalendar Facebook application consists of four products that can be bought with Facebook credits. Besides virtual gifts such as the 12 Days of Christmas series, they include Hallmark wall wishes, which are short animated posts that can be combined with a personalized message and posted on a friend’s Facebook wall; Artcul8 ™ cards, which are illustrated letters and icons that can be used to spell out a message such as the birthday greeting “BDGirl” and posted on a friend’s Facebook wall; and calendar icons that can be used to flag important dates on a SocialCalendar.

More than 15 million Facebook users have installed the Hallmark SocialCalendar since it launched on Facebook in February 2008, including 2 million active users, according to Hallmark. Hallmark’s application is a partnership between Hallmark and Newput Corp., developer of the SocialCalendar Facebook application.

Hallmark Cards is No. 131 in the Internet Retailer Top 500 Guide, (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).



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