At its heart, Empire Avenue is a social network that employs game mechanics to keep users playing. From a business perspective it’s a useful tool for brands to find out what people think they [the brands] are worth and for brands to engage in targeted marketing based on some very detailed user profiles.
Users of Empire Avenue earn a virtual/social currency, called Eaves. The more active you are across various social channels, the more Eaves you will earn. You can then use these Eaves to ‘invest’ and buy shares in “your friends, your followers, people with similar interests, brands you love, celebrities – anyone!” as Empire Avenue explains – http://bit.ly/mqoZhq.
Facebook already makes a fortune from selling social information to its advertisers. This ‘social currency’ is exactly what Empire Avenue earns the more people play and the more the players reveal about themselves.
It’s one to watch and the first time someone ‘invests’ in you is probably the moment you get hooked. The first video below is really bad, but it’s the company’s official promo. Go figure?

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