The Challenge

The "What's Your iCue?" weekly Match-Up feature is a weekly driver for new installations. Users are added to teams based on their regional, school or employer Facebook network associations. Each week, two are picked to challenge each other. For example, when the University of Michigan was set up against Ohio State, members of each network were encouraged to invite friends in their networks who had not added the application to join the battle in the name of school pride.

Awareness of the Match-Up is also supported by location and network-specific micro-targeted Facebook ads.