Klout has dialed up their marketing efforts, this time placing agency individuals in a March Madness bracket style competition they are calling "Agency Insanity". Critics will scoff at it as another attempt to get individuals to pump up scores, but in actuality the effort is a straight forward marketing initiative aimed at raising awareness, generating buzz and getting Klout to show up in people's social streams. A while back, Klout's founder Joe Fernandez and I discussed something like this as part of a brand initiative and it's interesting to see it in action under a different context.
I'm playing along as are my colleagues Steve Rubel and Michael Brito. Speaking for myself—if I end up winning, I'm going to figure out how to give the grand prize away (a Vegas get away) perhaps to a couple who could really use it. Our team will still get the free Pizza party. Don't like the tactic? Get used to it. Social marketing techniques are increasingly designed to get others to compete while leveraging their networks in the process (gamification leverging social currency). It's actually taking an old model and updating it for a social era.