This past weekend I was browsing through the Facebook applications directory and came across the “Send Ben & Jerry’s” application. My initial response was that this is yet another gift giving application. I then noticed that close to 4,000 people had used the application the previous day and almost 200,000 people had installed the application. This is an impressive number for a general Facebook application.

The reality is that non-generic versions of standard Facebook applications can actually succeed. Apparently popular brands can produce simple applications that grow virally. I would have thought that gift giving applications have already been dominated but it appears as though some applications are still figuring out ways to launch and succeed. What extra features does the Ben & Jerry’s application provide that traditional gift giving applications doesn’t already have?

Truthfully, not much. The one addition is the ability to unlock other gifts based on the volume of ice cream that you send to your friends. I decided not to barrage my friends with a bunch of Ben & Jerry’s ice cream goodness but it looks like a lot of other people are. If you want to send ice cream to your friends as well, check out the Send Ben & Jerry’s application.