Doritos has leveraged Facebooks' new Mentions feature to help increase the creepiness reach of their newest site Asylum626.com.
For thos unfamiliar with Facebook Mentions, it's the networks rebuttal to the now ubiquitous Twitter @reply. By typing an "@" in your Facebook status bar, you can type in a friends name to have them receive the message. This means your status appears in your activity stream and theirs, doubling the potential reach of a message.
Asylum626 already has a unique use of Facebook Connect baked into the experience- players are given the choice between two Facebook friends with the ability to only save one. Pretty fucked up. One step farther- a message is sent out to Facebook (and potentially Twitter) naming the two victims. Very fucked up. Keep going- now, using Facebook Mentions, the people being victimized will receive a wall post about their unbeknownst participation in some serious Machiavellian type shit. Uber-fucked up.
What this means from a media perspective is that a single message that would once only enter one users network is now being pushed across three, tripling the reach. Then account for the obvious questions that arise from this odd message, like "Did they save me or that bitch Josephine?"
The interpersonal fallouts aside, this use of Facebook Mention is the first time an advertiser has used the new feature and it couldn't be a for a more perfect project!
Disclaimer: I worked on Asylum626.com (if this is not shiningly apparent by now!) and wanted to toot my (and my many team members) horn a bit. So...toot.
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