makes Chatter free, purchases two Super Bowl spots

When CRM company does something, it typically does it bigger than everybody else. For example: after industry rival SAP got Al Gore to keynote its 2010 SapphireNow event, got Mr. William Jefferson Clinton to keynote its 2010 DreamForce event.

So, the two moves I'm about to report should come as no surprise: 1) has purchased airtime immediately before and after halftime at the Super Bowl (yes, it's a CRM company!) and 2) Chatter is now live and free to anyone with a private domain e-mail address on

The Super Bowl ads will air the 30 seconds before and 15 seconds after the Black Eyed Peas' halftime show. The ads “will meld with the Black Eyed Peas performance,” according to At the end of the first ad, an animated version of will exit the screen just before the live walks on stage to perform. created the ads in house. The tag-line will be “Do impossible things as a team.”

“There will be so many people watching this great event. The ads will provide a broad market with awareness of products,” said Robin Daniels, director of product marketing at

Chatter is basically's version of Facebook for businesses. It looks and functions almost exactly as Facebook does. With, customers can access this functionality and create private business-focused social networks.

“I've seen so many different potential use cases based on reading comments on the Twitter hash tag,” Daniels said. “I've seen people who say they want to use it for church groups, for universities, for small businesses. People are going to see the Super Bowl ad, think of a project they're working on, and sign up for Then they'll invite others, and it will become completely viral.”

And the best part about it? According to Daniels, there will be no advertisements on the site and, unlike Facebook, it will be completely private and user data won't be sold off to a third party.

“We won't be selling advertisements on the product,” Daniels said. “It's a great way to broaden awareness for the Salesforce brand… is completely private. We follow the most stringent privacy policies. We don't want your data and private discussions showing up on Facebook and Twitter.”

You must be a registered member of Direct Marketing News to post a comment.

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings



SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...