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Jonathan Abrams; Friendster: Viral marketing turns to viral nagging as Internet site rides buzz to connect 6 million advocates.(Special Report: Entertainment Marketers of the Yea)

Advertising Age

| March 01, 2004 | Stanley, T.L. | COPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: T.L. Stanley

It started with an idea, a beta test, about 20 people and no marketing budget.

A year later, Friendster.com is nearly 6 million users strong, valued at more than $50 million and referenced in the scripts of hot TV shows like Fox's "The OC.'' It's become, as Google before it, part of the pop culture lexicon, growing through word-of-mouth and the subsequent mainstream media coverage attracted to the buzz around it.

"It really was like that old shampoo commercial where you tell two friends and then they tell two friends and so on,'' says Jonathan Abrams, founder and CEO of Friendster, who pulled in 20 of his closest friends as the…

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