• by Gavin O'Malley  @mp_gavin, August 17, 2011

At the center of many a marketer's radar screen, Facebook now serves as a platform for an array of branding and awareness campaigns. Take Publishers Clearing House Online, which just debuted a new sweepstakes program on the top social network.

Designed to increase consumer engagement while bolstering its presence on Facebook, the program gives those who become fans of PCH Online's Facebook page a shot at $10,000 to $1 million.

"Though historically known for big, life-changing sweepstakes in the mail, we have become a multichannel business," explained Josh Glantz, vice president of PCH Online. "Our primary goal for the PCHSuperfan program is to drive our ... audiences onto Facebook, where we can communicate with them on a regular basis."

Developed in partnership with Buddy Media, the PCHSuperFan program encourages Facebook users to "fan" PCH Online's Facebook page, and then complete a registration form on the Superfan tab.

If a Superfan enters at least one sweepstakes either through the mail or on one of its sites -- PCHGames.com, PCHLotto.com, PCH.com, PCHOnlineSurveys.com, or PCHSearchAndWin.com -- and they win between $10,000 and $1 million, they will automatically double their money.

The New York-based Buddy Media helps advertisers manage their presence on social networks -- and Facebook in particular.

Signaling a growing market for similar social campaigns, the company just raised $54 million at what was reported to be a valuation of $500 million. Buddy Media plans to use the new capital to double its product, sales and support staff over the next year, as well as fund additional global offices and acquisitions.

To date, Buddy Media has pursued a number of growth strategies. In May, for example, it acquired social commerce and analytics provider Spinback for an undisclosed sum.

Rivals in the space include Vitrue and Syncapse, considered the social-media marketing leader by some. It recently raised an additional $25 million in funding.

Regarding media speculation that Buddy Media is itself a Facebook acquisition target, founder and CEO Michael Lazerow recently told Online Media Daily that he couldn't comment on the speculation, adding: "It's not happening."