GroupMe Woos Brands and Fans

As Google quietly ramps up Disco, its still-in-beta group texting app, GroupMe is hoping to establish itself as the top-of-mind brand for group messaging.

It's also trying to create a business model. Today it announced its latest feature: a tab that promotes musical artists, concerts, events, and TV programs through a "Featured Groups" tab in its main menu, which leads to branded groups and sponsored partnerships.

The news will certainly be welcomed by brands looking to get a piece of the group messaging buzz.

Think of it like "sponsored tweets" on Twitter.

GroupMe users can simply click on the tab to tap into conversations, and can start a chat about any of the five brands (all entertainment-based, so far) on board: two cable TV networks, with Oxygen promoting its Bad Girls Club series and MTV promoting America's Best Dance Crew; Bon Jovi; and the Bonnaroo and Coachella music festivals. 

For concerts and musicians, updates on show dates, giveaways, and a chance to chat with celebrity artists are on offer. "Bon Jovi could jump right in and answer questions for you," GroupMe co-CEO Jared Hecht told Fortune.

"These are essentially brand experiences that give users a great time. It's a really cool way for brands to engage real life groups of friends that are already talking about the brand anyway."Continue reading...