Facebook Timeline is the redesigned profile page. It was conceived as a way to have all your life's experiences in one place, easily accessible and shareable.
We came up with several creative ideas to support the launch of Facebook Timeline...each idea was geared at educating different aspects of the product through a fun and engaging experience.
When people went to view their brand new Timeline, they were able to access the promotion from their contact information section. I worked with our product design team as well as moo.com's team to integrate both features on the backend.
Facebook subsidized a free order of 50 cards per person for a limited time.
Through Facebook Connect, moo.com would pull your profile picture, contact information, and cover photos into it's custom app. The beauty of moo's service is that you could have as many unique cards as you wanted, depending on how many cover photos were in your album.
Everyone that received their moo cards loved them, and they often posted unboxing photos back to Facebook. Through this organic sharing, they were also raising awareness of both the promotion and the Timeline features themselves.
The press also picked up on the idea. They wrote about how the promotion tied the concept of a business card with your online identity, which further educated people about the functionality of the product.