It didn’t take long for Kaplan Test Prep and Admissions to recognize that the SAT/ACT-studying market is spending a lot of their free time on Facebook. In fact, we helped them create their first Facebook applications over a year ago, specifically designed to let teens deal with the stress of testing and the admissions process.
Fast forward to today and boy how the demographics of Facebook have changed! Almost half (45%) of Facebook’s US audience is now 26 years old or older, and the fastest growing age group by total users is 26-34. Facebook is no longer just for kids- time to expand to their other markets, the grad markets.
SO… we have just launched a highly specialized application for 2nd year Medical students studying for the US Medical Licensing Exam (USMLE), called the Kaplan USMLE Qbank Challenge. The application helps med students prepare to take an exam that will largely determine their fate in landing a residency at a top-tier hospital (no pressure or anything). It gives them the ability to challenge themselves, and their peers, to three questions daily, straight from Kaplan’s test prep material, free of charge- who doesn’t love free stuff?!?! Users can to accrue points, which can then be redeemed for Kaplan materials (e.g. 20 points – 20% off of Anatomy Flashcards, 40 points – 25% off USMLE Pharmacology, etc.)
While mangy brands are leveraging Facebook as a key part of their marketing plan, e.g. Skittles, Burger King, Mountain Dew, Dunkin Donuts, etc., Kaplan is taking some pretty progressive steps by creating useful applications with social gaming hooks, publicly demonstrating the quality of their content, and making it easy for users to convert into customers.
Think that’s cool? Apparently, you’re not alone. Inside Facebook thinks it’s pretty nifty too.
