What's next in virtual gifts on Facebook?

(Brandweek) Facebook gifts used to be graphical images of a Ben & Jerry's ice cream cone or Sunkist soda that users could send their friends with a quirky message. But now the popular gifting application will let brand marketers create online gifts with real-world value.

During (an) initial test, a pool of Facebook users will be randomly selected to use the application and submit their feedback. From there, the program will spread virally, allowing users to pass along 10% to 20% discounts for select products. Continuing with the benefits theme, 1% of the revenue generated will go to the nonprofit alliance One Percent for the Planet. Facebook will run a series of promotional ads in August to promote the new program.