The concept of the service is rather simple; millions of times every month, people are already wishing their friends happy birthday on Facebook. With MyGiftWand they can now easily add a free or paid gift card from one of the participating merchants. “In just 4 clicks, Facebook members can give their friends a free gift with that birthday wish. It’s that simple”, added Roye. If they want to add some more money to the gift they can also make a contribution and increase the cards value, but the fun doesn’t end there; the gift gets posted to the recipient’s Facebook wall so their other Facebook friends can see what’s happening and join in the celebration by making a contribution of their own, turning it into a group gift. Friends can also choose to use the system to give them a different card of their own. “We believe our service is the perfect example of social commerce in action; true friend-to-friend marketing”, added Roye.