Facebook Credits Front and Center at Target

  • JJ Hornblass
  • February 1, 2011
  • 1

When Facebook announced that its Facebook Credits gift cards would be made available at Targets nationwide, a part of me thought, so what? Lots of things are “made available at Target,” after all.

I was wrong.

Target is not just “making them available,” but making Facebook Credits gift cards a key retail offering through premium placement — or at least at the Target I visited over the weekend. Of all the gift cards the Target in Harlem makes available, the Facebook Credits gift cards get the absolute prime location: eye level, facing the aisle, and at the far right of the cards display where the eye naturally gravitates first.

Should this be surprising? Well, yes and no. No, because Facebook is the behemoth brand of the web these days. Just the “Facebook” name rubs right against the Target brand. Yes, because it is not just that Facebook Credits are an unproven real-life retailing commodity, but the retail value of anything virtual in the real world is disputable. Look at the rash of eBay retail outlets that aimed to foster transactions on the web auction site. They didn’t exactly fly. 

Obviously, Facebook has broken all sorts of presumptions in its march to social media dominance, and there is no reason why this real-world venture won’t do so, as well. If Facebook succeeds, it will be a first — and that portends to other online brands making offline inroads. Now that would be something.

 

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JJ started the first iteration of Bank Innovation back in 2007, and has been working on it ever since. He also serves as President & Chief Executive Officer of Royal Media, Bank Innovation’s parent. He founded Royal in 1995 and oversees all aspects of the New York-based diversified media company. Prior to forming Royal, JJ was on the editorial staff of American Banker, the daily newspaper, and worked as an editor of a business magazine in Hong Kong. As a reporter and editor, he has won journalism awards from the National Press Foundation, Newsletter & Electronic Publishers Foundation, and the Reader’s Digest Foundation. He has a BS in Economics from Yeshiva University and a Master’s from the Columbia University Graduate School of Journalism. He was also a Fellow at the University of Wisconsin-Madison Graduate School of Banking. He lives in New York City with his wife, two daughters, and son. He counts among his accomplishments one New York City Marathon, two New York City Triathlons and the 2010 Father’s Day 5K, the first race he ever ran with his daughters. He can be reached at hornblass@gmail.com or 212-564-8972.

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One thought on “Facebook Credits Front and Center at Target

  1. Calvin, you got that right. I’ve got a better question for you: isn’t it already a part of M2?

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