Microsoft did something similar to this "strategy" in 1999 with Hotmail, I never really saw how it ended (but I know it didn't end spectacularly well either)
What I saw today is NOT a strategy. It's just a neat "little" thing. If I see six more "little" things like the one I saw today, THEN we might call it a "strategy."
As to how Hotmail ended? In the past 30 days about 200 million people have used Hotmail.
I wish +I+ had a few strategies that ended that way.