As the lines between traditional public relations and social media blur, we have been thinking about how our clients can leverage custom Facebook applications to drive awareness and engagement of their products and services.

We did some research to get a handle on new apps for Facebook and asked people to tell us which ones they felt are the best. Below you’ll find three examples of some unique apps created by very different companies.

Specifically, we chose to profile apps from Skittles; Art.com and Clorox Green Works ® – Green Heroes Grant Program. We liked the apps from these companies because they all had a clear purpose that benefited both parties (the company and the Facebook user). We also wanted to have one app that was focused on fun (Skittles); one that was clearly educational (Green Works); and one that added clear value to the consumer (Art.com).

Skittles

• With 4 million fans, Skittles has introduced a Facebook program called ‘Mob the Rainbow’ where fans are turning the Web into their playground to “cause some fun.” Skittle fans’ first mission was to make a valentine for an unsuspecting parking enforcement officer “somewhere in the U.S.”
• Through this program, Skittles collected more than 50,000 (digital and hand-made) valentines and surprised a parking enforcement officer on Valentine’s Day. The event was filmed and posted on Facebook for fans to enjoy.
• This is one of the first examples of a brand crowd-sourcing its fans to take action in the real world. Skittles will have a new mission for its “Mob the Rainbow” team each month. You can view the “Mob the Rainbow” program on Facebook at http://www.facebook.com/skittles?v=app_275095758175.

Art.com, Inc.

• Art.com Inc., one of the world’s largest online retailers of quality wall art, recently introduced two new social media applications designed to offer consumers unique ways to shop for and create wall art, including a free iPhone app that allows users to preview their art selections on the walls of their own homes, and a free Facebook app that can turn personal photos into professionally-framed masterpieces. You can view the Art.com Facebook app at http://www.facebook.com/apps/application.php?id=195695830858.
• “These free apps allow users to take a photo of the wall area they wish to decorate with their iPhone and upload it to a personal “My Walls” gallery on art.com,” explains an Art.com Inc. spokesperson “In other words, people can preview what the product will look like on their walls before they purchase it. They can even send it to friends and family for review.”
• Finally, Art.com’s MyFrameShop Facebook application allows people to frame any Facebook photo with a custom-frame of their choosing.
• As far as results and statistics go: The application was launched on March 2, and already has 2,429 active users!

Clorox Green Works ® – Green Heroes Grant Program

• With help from the Jane Goodall Institute, the developers of Green Works® natural cleaners, developed a contest to reward and recognize individuals and groups that are “making their communities better – and greener – places to live.”
• Green Works selected finalists in three categories – Youth, Adult and School. They created a Facebook App that lets people on Facebook vote on finalists in each category.  Visit http://www.facebook.com/greenworks?v=app_260755551340 to check out the app.
• The finalist in each category that receives the highest number of votes will win a $15,000 Green Heroes grant, courtesy of the makers of Green Works® products. Runners-up in each category will receive a $5,000 grant.
• One can vote for his/her Green Hero through April 18. It is also easy to see who is leading in the challenge and encourage “your friends to vote to help your Green Hero make it to the top.”
• Once you vote, you also have the opportunity to enter into a sweepstakes. There are 15 sweepstakes prizes, which will be selected at random. These prizes will include an autographed book by Dr. Jane Goodall, a t-shirt, a stuffed animal and coupons.

We hope that these examples of fun, educational or useful Facebook applications spark creative thinking about how you might attract users to engage with your brand, product or service. As strategic communicators, we see myriad ways one could publicize and drive usage of these applications.

Finally, if you have a favorite Facebook application we would love to hear about it. Tell us why you use it and how it enhances your life.