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Cyber Monday, VC style

November 26, 2012: 3:49 PM ET

First Round Capital delves into the year's busiest online shopping day.

FORTUNE -- When it comes to Cyber Monday, few shoppers think about visiting a venture capital website. But First Round Capital has tried to change that this year, by launching a page full of special offers from 26 of its e-commerce portfolio companies.

Most of the deals are different from what the companies are offering through their own website, while around 25% overlap. The most popular one so far appears to have been a $35 coupon code for TaskRabbit, which is now sold out (there were around 100 available). Others offers include 15% off for retro clothing company ModCloth, $40 off for childcare marketplace UrbanSitter and 10 free cards from customized greeting card company Sincerely.

"Some of our portfolio companies loved what we did with our holiday videos, and we began thinking about how to apply that sort of exposure to e-commerce," says Brett Berson, First Round's vice president of Platform. "By creating this page, I think we get some exposure for newer portfolio companies not as many people have heard of, and introduce all of these companies to a different customer base than they may normally have."

First Round mostly publicized the page via social channels like Twitter and Facebook, but also sent out emails to those on its holiday video list. Speaking of that video, expect it to come sometime next month. My guess is that it will be a Gangham Style parody, but there also are some votes for Call Me Maybe...

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Dan Primack
Dan Primack
Senior Editor, Fortune

Dan Primack joined Fortune.com in September 2010 to cover deals and dealmakers, from Wall Street to Sand Hill Road. Previously, Dan was an editor-at-large with Thomson Reuters, where he launched both peHUB.com and the peHUB Wire email service. In a past journalistic life, Dan ran a community paper in Roxbury, Massachusetts. He currently lives just outside of Boston.

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