How to build an overnight Facebook sensation on the cheap

That’s how you could pretty much sum up the conversation I had this morning with Jon Bishop, head of social media for PayPal UK. For the second time in a year, the popular online payment service has amassed 6-digit gains in its Facebook following in a matter of days with a pretty cost-effective pitch: friend us and you’ll get a chance to win a new iPad 2.

When we first reported on this campaign we were pretty skeptical, wondering if such a blatant give-away was, you know, pandering to the masses. What happens when the winners are announced, we wondered, and all but 10 grumble in disappointment? Would they stick around, or un-Like PayPal UK and go about their day? And isn’t there a more meaningful way to generate interest than to just give away a must-have gadget?

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