CampusLIVE Re-launches as Dailybreak to Empower Brands to Drive Digital Social Action with Consumers of All Ages
July 09 2012 - 9:18AM
Business Wire
With a string of major developments heralding its expansion
beyond the college-aged community, CampusLIVE today announced that
it has re-launched as Dailybreak. The company has closed $5 million
in funding led by GSV Capital Corp. (NASDAQ: GSVC) and appointed
John Federman as CEO. CampusLIVE Founder Boris Revsin will serve as
Dailybreak’s EVP, Business Development and Strategy, where he will
work closely with Federman and lead the development of the
company’s syndicated advertising model.
Dailybreak is expanding the company’s proven digital social
action programs well beyond college students, with new offerings
targeting moms, young professionals and high school students. These
programs feature “Challenges” and content that drive connections
between consumers and brands much deeper than a simple “Like,”
delivering measurable results for major clients such as Chevrolet,
McDonald’s, Anheuser-Busch, Dunkin' Donuts, Microsoft and Ernst
& Young.
Over the past several months, the company has expanded its
partner network to provide marketers with access to a community of
more than 10 million users. The new Dailybreak brand was
established to more accurately reflect the broader reach and focus
of its digital social action platform. To fuel its aggressive
expansion and growth, Dailybreak has raised a new $5 million round
of venture funding. GSV Capital Corp. led the round, with existing
investors Highland Capital and Charles River Ventures also
participating.
Dailybreak: Fun and Rewarding Break from the Ordinary
As brands have established presences on social media, the
discussion has been framed around “engagement,” a vague metric
loosely attached to the number of followers the company has on
Facebook or Twitter. Brands and advertisers have learned that
“likes” and “followers” don’t necessarily tie directly to actions.
Dailybreak re-invents the model with custom “Challenges” that drive
consumers to take action.
These Challenges—such as the recent “Stay Clutch” campaign for
Chevrolet, where users simulated driving a Sonic with a stick shift
and created videos about their own experiences with or wishes to
own a Chevy Sonic—are uniquely-packaged experiences that bring
bite-sized content to users and social action to brand sponsors.
Challenges are entertaining social games and experiences that allow
users to learn new things, create content, interact with friends
and unlock exclusive prizes.
Challenges can take place on any website, a brand’s Facebook fan
page or Dailybreak.com, and the company’s pay-for-performance
business model guarantees that advertisers and brands achieve their
desired campaign results. Registered Dailybreak users currently
complete 20 challenges a month, finish more than 96 percent of the
challenges they start, and spend 32 minutes a day actively engaging
with branded digital events.
Top-Tier Backers See the Power of Digital Social
Action
Dailybreak plans to use the proceeds of its newly closed $5
million round of funding to fuel the growth of its sales and
development teams to add new clients and powerful capabilities to
its pay-for-performance platform, as well as new mobile
capabilities the company plans to launch later this summer.
“Marketers’ budgets are growing, and these budgets are
increasingly being directed towards social media. This is because
brands need to provide authentic engagement with customers while
also generating demonstrable return on their advertising dollars,”
said Michael Moe, founder and CEO of GSV Capital. “Dailybreak has
already successfully proven its model among the most tech-savvy yet
marketing-averse community – college students. We believe this is
just the beginning for Dailybreak’s platform, and we expect it to
yield significantly larger and more diverse audiences for brands.
We are very excited to be partnering with the Dailybreak team.”
Executive Leadership Poised for Expansion
“I’m excited to lead Dailybreak’s digital social action programs
as we expand into broader consumer markets and help move digital
marketing beyond vague concepts of ‘engagement’ and ‘liking,’ to
driving actions that deliver real results,” said John Federman, the
company’s new CEO. “Any brand can stockpile followers. Dailybreak
has created proven, measurable solutions for major clients that
drive real results—and we’re building on our success with college
students to bring these capabilities to the broadest range of
clients and consumers.”
Federman has successfully built and sold multiple companies, and
brings 25 years of experience with innovative digital marketing and
media companies to Dailybreak. He most recently served as CEO of
Searchandise Commerce, a high-growth company that was subsequently
acquired by RichRelevance. He was previously the CEO of eStara, the
leading provider of proactive conversion solutions for enhancing
online sales and support initiatives, which was acquired by Art
Technology Group (ATG) in 2006. As co-founder, president and CEO of
Dotomi, an Internet advertising company, he was responsible for its
successful rollout in the United States. And as president and CEO
of AdSmart, a CMGI company, he grew the company tenfold and
orchestrated its sale to Engage.
About GSV Capital Corp.
GSV Capital Corp. (NASDAQ: GSVC) is a publicly traded investment
fund that seeks to invest in high-growth, venture-backed private
companies. Led by industry veteran Michael Moe, the fund’s
objective is to create a portfolio of high-growth emerging private
companies via a repeatable and disciplined investment approach, as
well as to provide investors with access to such companies through
its publicly traded common stock. GSV Capital is headquartered in
Woodside, CA.
About Dailybreak
Dailybreak delivers a new form of content that entertains,
educates and challenges consumers while creating value and driving
digital social action for brand advertisers. Dailybreak's
innovative content advertising units, called Challenges, are
consumer-initiated experiences that incent people to engage with
and share a brand’s message. With a network of more than 10
million consumers, Dailybreak provides unique advertising solutions
with highly relevant targeting, engaging content and guaranteed
results to some of the world’s leading brands including McDonald’s,
Anheuser-Busch, Dunkin’ Donuts, Microsoft and Chevrolet. Dailybreak
is based in Boston, MA and is backed by Highland Capital, Charles
River Ventures and GSV Capital. For more information, visit
www.dailybreak.com/advertising.
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