A new gifting application called Celebrate was launched today on Facebook Platform by The Light Agency.

For some time, Facebook users have been able to send their friends virtual gifts, but this new innovation enables users to buy actual gifts from the popular Mars range. Products can be redeemed nationwide at over 12,500 participating PayPoint stores via a scannable unique mobile voucher ID.

Marc Lewis, founder and chairman of The Light Agency commented: “With over 7 million users in the UK alone, Facebook is a phenomenon and we are extremely excited to be launching Celebrate. With more than 50 percent of Facebook users returning to the site each day, it gives us and Mars an unprecedented reach and opportunity to build a business highly relevant to people’s lives. As the boundaries between the virtual and real worlds are being increasingly blurred and our award winning technology platform, M BAR GO®, will allow users to buy each other sweets at the touch of a few buttons. With PayPoint outlets nationwide, I am sure Facebook users will be showering each other with Celebrate gifts.”

Sara Miles, Mars Snackfood UK said "We are very excited to be involved with this new ground breaking initiative with Facebook. It will drive traffic and incremental confectionery sales for our PayPoint retail partners in a way that is at the forefront of the digital revolution whilst offering our consumers a different way of sending confectionery gifts to friends and family.”

Facebook is a social utility that offers an efficient way for people to stay connected and share information with their friends and people around them through the social graph. Facebook recently launched Facebook Platform, a development platform that enables companies to integrate with Facebook and gain access to millions of users.