Boomerang shifts focus from social gifting to viral marketing

Chicago-based Boomerang is kicking to the curb its initial local-merchant approach to social gifting. Instead it’s focusing on what it believes is a much bigger opportunity: tapping into the viral marketing potential of online gift cards.

With $1M, Boomerang launches locally-focused social gifting platform

Chicago-based Boomerang, backed by Groupon founders’ Lightbank, is launching Tuesday to give Facebook users a way to give friends paperless gifts, including vouchers for local restaurants, spas, sporting companies and theaters. Some gift options are free, offering merchants a new way to attract customers.