In an effort to get consumers to interact more closely with brands, Seattle-based IceBreaker is announcing a new marketing scheme on its Crush or Flush mobile social network that goes beyond text or banner ads. The program called “Golden Ticket” allows brands to become part of the community by allowing them to create profiles that can be Crushed (that’s a good thing), or Flushed (that’s a bad thing). If a user crushes a branded profile, advertisers can interact with them more. Not surprisingly, some brands were uncomfortable with being “flushed,” so the company said in some cases, they are simply crushed or skipped.

In a trial conducted around Valentine’s Day, five companies participated, and on average they were crushed 83 percent of the time. In one test, a Seattle radio station, gave people who crushed them, a chance to win a vacation package or flat panel TV, and invited them to sign up to become a VIP. The promotion was tied to an on-air promotion. The company’s VP of marketing Josh Levine said it’s been successful because “it’s not shoving it in their face, but asking a user do you want to engage or not?” More often than not, they finding that people will say yes. That’s probably because the program gives brands access to a user’s profile, so they can be well-targeted. Advertisers have access to aggregate information including gender, age, location, the carrier they are using and interests. In the test, a Seattle radio station gave people who crushed them a chance to win a vacation package or flat panel TV, and invited them to sign up to become a VIP. The promotion was tied to an on-air promotion.

The Golden Ticket goes live today to target the almost 1 million registered Crush or Flush users. Of the 100 profiles a day that users view on average, only a couple will be brands to ensure people don’t find them obnoxious.

• MocoInterview: Josh Levine, Crush Or Flush On Carrier Deals For Social Networks
• IceBreaker Gets $7.2 Million First Round Funding