Holy Moly launches Facebook brand extension

by Darren Davidson, Brand Republic 27-Sep-07, 15:15

LONDON - Holy Moly, the controversial celebrity gossip website, has launched onto Facebook with an application that allows users to view the latest headlines through a live feed.

The application, which was built by Holy Moly, features four news headlines that change throughout the week, and a link to the website's cult weekly newsletter, which is sent to subscribers every Friday.

Facebook users can also add a second Holy Moly application, a version of the website's popular 'Rules of Modern Life' section, an interactive offering that allows users to air their pet hates and grievances.

It also contains a community forum for users to discuss celebrity news and showbusiness gossip with other users.

In the last three years, Holy Moly has built a large following in the UK and claims to have broken a series of news exclusives.

The website launched as a rival to Popbitch, but is now facing competition from Heat magazine's online presence, HeatWorld, and more recently TheDailyGoss.com.

TheDailyGoss.com, which is positioned as a softer and less controversial version of Popbitch and Holy Moly, was launched by Roger Kasper, the former deputy editor of OK! and Hello! magazines, earlier this month.

The Holy Moly Facebook application is the latest in a series of brand extensions, following a book inspired by the 'Rules of Life' and a range of T-shirts bearing the Holy Moly logo and various witticisms.

The Holy Moly website claims to attract more than 21m page impressions a month, with 2m unique users. More than 170,000 subscribe to the mailout.