It wasn't exclusivity as much as an optimized network effect that benefited Facebook. The same thing happened with MySpace initially. Smaller networks generate

It wasn't exclusivity as much as an optimized network effect that benefited Facebook. The same thing happened with MySpace initially. Smaller networks generate a network effect (http://en.wikipedia.org/wiki/Network_effect http://en.wikipedia.org/wiki/Network_effect) more quickly because it takes fewer joiners to reach a critical mass of community. That's how exclusivity benefited Facebook—once several dozen people from a university are on the same network, it begins to be beneficial for others to join. MySpace rolled over some of the network of a previously existing group of music lovers. Essentially, they started with a critical mass of community. Unless your app adds multi-player options, or you have some kind of reward marketing scheme that benefits referrals or community, this wouldn't really apply to your marketing. If you want to create a kind of brand exclusivity and assist your marketing, try some kind of scarcity marketing. For example, give early adopters some kind of additional benefits, and then advertise that only a limited number of additional memberships for those benefits are available. That doesn't mean you have a unworkable idea. If you create a good PR hook for your limited strategy rollout, you could attention from it. But you need a strong PR layer on top of the concept.