The Martin Agency created a long form video for the Mini Oreo “Wonderfilled” campaign. Reminiscent of Wes Anderson and Dr. Seuss, it’s a whimsical tale of a mini roadside shop that sells only Mini Oreos.
Why I’m Curious
Long form video is picking up in the digital space as a new medium for brands to tell their story. From Beats by Dre to IBM, many brands are dreaming up creative ways to entertain their audience. An interesting fact about this video is that the team at Martin sold the idea by building a set and shooting the first version in their garage over a weekend. I’m interested to see if this video boosts Mini Oreos sales, and if it will lead to similar work in the future.
A foundation dedicated to finding missing people, ITAKA, recently created an online game aimed at making players feel empathetic toward the cause. Players are tasked with finding one character in a world of millions – a nearly impossible feat – but a few minutes into the experience, a layover points out how difficult it is to find missing people in real life. Paired with this messaging is a call to action for donations.
The ITAKA game flips traditional cause-based marketing upside down, focusing on getting players to relate to volunteers more so than victims. This seems quite smart, as getting people to think more like volunteers shifts their mindset in a direction that is focused on driving productive actions. For example, donating to the cause, or maybe even also becoming a volunteer.
Coca-Cola has teamed up with Global Poverty Project on the “Movement for a Movement” campaign that involves a scavenger hunt throughout New York leveraging mobile check-ins to educate consumers about social issues and trigger donations. The goal behind the campaign is to promote active, healthy lifestyles to fight poverty in New York. Ten different nonprofits, including organizations such as the Police Athletic League, are included in the effort. Each nonprofit correlates to a location that consumers can use their mobile device to check-in.
Users who check in at all ten locations will unlock a digital badge and be entered to win tickets to the Global Citizen Festival as well as additional prizes from Coca-Cola.
Each mobile check-in also triggers a $5 donation from Coca-Cola towards the nonprofit that is linked with the location. Coca-Cola will donate up to $800 at each check-in spot.
Why I am Curious
“Mobile check-in technology is a great fit for the ‘Movement for a Movement’ campaign as it drives people to get out and get active while learning about these great organizations that are working to make New York City healthier and more sustainable,” said Caren Pasquale-Seckler, vice president of social commitment at Coca-Cola, Atlanta.
Don’t feel bad about snapping photos of your food in restaurants. Thanks to Mario Batalie and The Lunchbox Fund now you can give back when you whip out your phone at dinner.
Each time you take a picture of your food at a participating restaurant using Feedie, the restaurant makes an instant donation equivalent to one meal to The Lunchbox Fund. The non-profit provides daily meals for at-risk South African schoolchildren, many of whom have been orphaned because of HIV/AIDS.
When you open Feedie, you can locate nearby restaurants using the app. So far, those restaurants are just in New York, but include some of the city’s most esteemed eateries, such as La Esquina, Whitehall, Del Posto, The Lamb’s Club and The Spotted Pig.
Why I’m Curious
I think this is a really cool app, and a great way for restaurants to not only promote themselves and their food, but also just good PR for giving back. However, there are so many apps that are dedicated to snapping photos of delicious meals, Foodspotting in particular. I’m curious why Mario Batali and team wouldn’t just join forces with an app that has an existing following, and maybe be able to partner with more restaurants and ultimately donate more money.
In June 2012, Moscow courts ruled to uphold a ban on Pride marches for the next 100 years. So in honor of Gay Pride Month this past June, NYCPride and RUSA LGBT created a virtual parade at VirtualPride.org to support Russia’s LGBT community.
To show support, users could send a tweet with hashtag #virtualpride. As the 2.02 mile New York City Pride parade proceeded on June 30, the march’s progress was mapped virtually onto a Google Maps street view of a 2.02 mile route through Moscow. The tweet would then appear in a voice bubble along the sidelines of the online parade route.
Why I’m Curious
One of the defining aspects of social media is the power to foster community. I like how this project uses social to unite a Global community of supporters around a cause. By design, the project relies on social engagement to create the full experience.
As we continue to see the roll digital/social media plays in galvanizing sociopolitical movements around he world, it’s interesting to see how these mediums are employed to amplify the voice of the people.
Mashable used their love of Vine for a good cause this week. The site teamed up with (RED) to raise awareness for the fight against AIDS and share participation on social media.
You can help set the first ever Vine world record by creating a Vine right now! Mashable is teaming up with (RED) to set the record for most Vine videos sent for a single cause and drive awareness to the fight against AIDS.
Being a part of the Vine world record is simple. All you need to do is create a Vine video and share it with the hashtag #REDworldrecord.
Vine hit the hallways of mb this week, and it didn’t stop there. As I continued to watch #mcb24 Vines on Twitter, my addiction grew and was curious if there are any other stunt campaigns happening. I thought this was a very simple execution and unique awareness play. It really allowed participants to decide their level of creativity, but still get the warm and fuzzies from participating in a greater cause.
A quote by the CEO of Abercrombie & Fitch has not only gained a lot of attention, but has also sparked a larger Internet campaign. The campaign, started by LA-based writer Greg Karber, is attempting to “rebrand” Abercrombie & Fitch by donating the company’s clothing to the homeless.
The video, which has since attracted nearly 400,000 hits, Karber encourages viewers to donate their Abercrombie & Fitch clothing to a local homeless shelter, and then share what they’re doing on social media. His goal? To make Abercrombie & Fitch “the world’s number one brand of homeless apparel.”Some commenters have criticized the campaign for objectifying and demeaning homeless people, but Karber said this was not his intention.
Why I’m Curious
I initially agreed with some of the critics, saying it objectifies homeless people, but I think that only came across in the video due to their reluctance of taking the clothing. What I’m really curious about is how this campaign was started when another writer reignited an article written in 2006 by commenting on it. There is no cause or brand behind the campaign, it is fueled by social media and people. There have already been over 7,000 uses of #FitchTheHomeless and over 4 million video views. I’m eager to see if this will ignite a change in A&F.
The Spanish organization Aid to Children and Adolescents at Risk Foundation (ANAR), with the help of Grey Spain, created an ad that aimed to provide abused children with a safe way to reach out for help. The ad was designed to empower children, especially since there’s a good chance they’d be out in public with their abuser.
The secret behind the ad’s wizardry is a lenticular top layer, which shows different images at varying angles. So when an adult—or anyone taller than four feet, five inches—looks at it they only see the image of a sad child and the message: “sometimes, child abuse is only visible to the child suffering it.” But when a child looks at the ad, they see bruises on the boy’s face and a different message: “if somebody hurts you, phone us and we’ll help you” alongside the foundation’s phone number.
Why I’m Curious
This ad has been making its way around the web all week, and for good reason. Not only is it a very thoughtful and interesting tactic, but with such a powerful message. Journalists and influencers have been questioning when this technology will be used on children in grocery and toy stores, influencing packaging and in-store signage.
The Climate Reality Project, the organization Al Gore founded, released its latest Internet activism tool: Reality Drop. The new site is a gamified experience that rewards users for “dropping” facts about climate change into different online forums and comment fields on hot articles.
You can participate in Reality Drop either by spreading climate facts from the site on your social networks or in hot online discussion boards. You’re also rewarded for sharing articles about climate change from all perspectives on Reality Drop. Stories about climate truths are displayed in green and stories spreading myths are displayed in red.
“Our site will be a place to stay current and find stories about good solutions that are happening in the world,” Maggie Fox, CEO of Climate Reality, says. “I think it will very quickly become a place that people come to learn.”
To create Reality Drop’s content, Climate Reality Project partnered with Skeptical Science, an organization of volunteer scientists who researched and responded to a list of common arguments against Climate Change. Fox says careful attention was given toward using simple, honest language and not using an attitude when crafting the rebuttals.
“It’s actually a lot of work for someone who’s new to the conversation about climate change to shut down denial, but also to serve as a resource,” Fox says. “Our ultimate goal is to get conversation open and flowing. We need to move the conversation forward and not waste time arguing over whether it’s happening or not.”
Why Am I Curious?
I think it is really interesting how the organization is using the power of gamification and social media to reach people who are passionate about the topic, arm them with information and also give them the tools and channels for them to spread these news and change tone and direction of conversations in a relatively scaleable manner.
What i find really interesting and valuable is the curation of content that features both sides of the debate. This really showcases the contrast between arguments and makes it easy for people to find the places where the conversations are taking place. While arming people with information is a strategy that many brands undertake, it is rather passive and this takes the next step and helps people who are passionate on the topic to be able to go on the offensive.
Social media has played an increasing role in the automotive industry during the past few years. Now Dodge is using a form of social media called crowdsourcing to alter the new-car buying process.
What is crowdsourcing? In this case, if you’re looking to buy a new Dodge Dart, you’ll now have the ability to reach out to your friends and family via the Dodge Dart Registry to help fund the purchase. This registry is similar to KickStarter, a popular online crowdsourcing community used for supporting independent film productions, inventions and other projects that need funding.
Through the Dodge Dart Registry, those wanting to someday drive a new Dart off a dealer lot, can build — or should we say customize — their own Dart, which will then appear on a public page for people to sponsor. Money raised through that individual’s registry can be applied to either the full purchase of the new vehicle or toward specific parts like special wheels, heated seats or keyless entry. On your profile, you can upload a photo — maybe of that old clunker you’re trying to replace — write a short biography and set limits for donation tiers.
Why I’m Curious: This represents the “we tribe” trend that we are seeing when the shared passion of a collective of people is much more powerful than the individual. It would be interesting to see how successful this concept will be, or if it’s lacking a true charitable cause.
The Metropole Orchestra will utilize Twitter to raise awareness of the fact that its subsidy and existence is under threat. Agencies Havas Worldwide Amsterdam and Perfect Fools have collaborated to create ‘Tweetphony‘, a symphony of tweets.
Participants can visit the campaign site to use a digital piano interface to compose their music and listen to others’. They can then tweet it, turning the musical notes into the letters associated with them. People clicking on the link in the tweet will be taken to the site, where they can listen to the tune on a bespoke music player.
The orchestra will pick the most interesting tweets and play a special live concert on October 26th. Short videos of the orchestra playing the tweets will be posted on YouTube and a live stream will also be broadcast.
Why Am I Curious?
I find it very interesting how they took something, appealing to a specific audience and perhaps an older audience, and made it relevant to a much broader audience through the use of technology while at the same time raising awareness of their cause. Sometimes it takes something cute-sy like this for people to stop, pay attention and get invested in a cause and digital technology provides ample opportunity for expanding reach and creating low-touch/high-entertainment engagements that can lead to action.
Alzheimer’s Disease International launched a campaign asking people to donate their Facebook Timeline in support of World Alzheimer’s Day. The app will help users understand what it feels like to lose their memories.
The app will lie dormant until it activates on Friday, wiping users’ memories from their timelines, including pictures, status, videos, friends, etc. These will be replaced with a message that reads: “Imagine your life without memories. For 36 million people living with Alzheimer’s disease, this is reality.”
Why I’m Curious
Since Facebok Timeline launched, it’s interesting to see how companies utilize Timeline for campaigns. From discovering posts in the “past” to building a brands history, there’s a lot that can be done beyond the usual status updates.
Removing one’s Facebook Timeline is not only a unique way to visualize Alzheimer’s to consumers but also more impactful than the usual shared photo or video that surround cause-related campaigns.
Everyone knows you shouldn’t drink and drive, and there have been s campaigns that attempt to stop adults from getting behind the wheel after a few drinks. Insurance company Allianz teamed up with OgilvyOne Brazil to install “Drunken Mirrors” in the bathrooms of bars and clubs, with the hopes of giving partygoers a different view on drinking and driving.
These mirrors look like normal mirrors, so it comes as a surprise when they pause just a moment too long before changing. In other words, the mirror’s own reactions are delayed to simulate how a person’s reflexes are slowed down after a couple of drinks.
Why I’m Curious
There have been countless campaigns to try to stop drinking and driving, but hardly any take this approach. A majority of campaigns play up the potential horror of losing a loved one or being responsible for a death yourself.
The Drunk Mirror looked like a game at first to consumers in the bar, until the messaging appeared on the screen. I think it’s a great example of how emerging tools and technology can be incorporated to a variety of campaigns – whether their objective is serious or playful.
Imagine just one isolated clap. Now imagine a hall full of claps. And finally, imagine a thunderclap. Loud, yes? Powerful? Certainly.
Now take this thought to Twitter. One tweet: lost in the milieu of social noise. A few hundred retweets? We’re getting somewhere. Retweets and a trending hashtag? Now we’re talking.
Put the two together and you’ve got Thunderclap. I’ve seen it described as “like a kickstarter for important tweets” which is pretty darn accurate. Thunderclap, built as an effort to break through social noise, is a service that enables one tweet to be retweeted simultaneously at once. Similar to Kickstarter, each Thunderclap effort needs to reach a certain number of backers in order to be retweeted. Once the backing is achieved, the mass tweet is scheduled, and a link back to the cause on Thunderclap’s site is also included in the tweet.
There are only a few projects up on the site now (it started in April) but it seems like the aim of this service is centered on altruistic efforts and not quite marketing. Thunderclap is limited to Twitter right now, but the plan is to launch to other networks soon. Keep an eye on their Twitter feed for more updates.
Why I’m Curious
In theory, this idea makes sense. My only fear is misuse of the service; by creating more noise, will the true importance of a message be lost? As consumers, we’re all used to glazing over ads (you tell me the last time you clicked on a banner…), so efficacy is definitely a concern. By issuing a backing system, there’s definitely an effort to maintain some control, but I how effective this can be. We can only wait and see, right?
It’s not easy keeping up with personal goals. Whether you’re trying to lose those extra pounds, take steps toward sustainability or even be more involved in relationships, life and the little things always seem to get in the way.
And that’s the motivation behind DailyFeats. DailyFeats is taking the checkin and making it philanthropic. The site (and upcoming mobile app) lets users post their actions via SMS, web, email, Foursquare or Google Talk.
DailyFeats, the B-Corp certified, reward-based good-habit tracker that helps people keep their goals in sight through simple daily activities. For example, instead of one umbrella goal of “Lose 10 Pounds,” DailyFeats breaks down that goal into more manageable metrics, such as “Eat fruits and veggies” or “Do Pushups” that users can check in to on a daily basis as this method provides a simple way for people to get into forming good habits.
But all of this positivity doesn’t stop at good habits. All of those points mean prizes, and DailyFeats gives its users an opportunity to pay it forward and give back to their communities. While the company does have a standard “Rewards Wishlist,” where users can request what they’d like to receive in exchange for the completion of their goals, the most accessible option is converting points into money and donating it to a non-profit. Also, the company has managed to integrate its social layer with targeted coupons and sponsors. Certain actions unlock specific discounts. For example, Monster.com sponsors “!newskills” and “!makeconnections” sections whereas 1-800-Flowers.com sponsors “!sympathy” sections. It’s a smart way to target consumers and encourage good deeds at the same time.
The program is free to subscribe and most challenges are very easy to accomplish. So, how does Dailyfeats.com earn money and afford the prizes for its membership? It sounds a little too good to be true. Dailyfeats.com works with large companies like Walgreens and Ebay. These companies pay a fee or provide prizes to be sponsors. It’s good marketing for companies and provides the money needed to keep Dailyfeats.com running and members earning rewards.
Why Am I Curious?
I like the idea of the platform because I do believe in the insight that people set too lofty goals that end up being unrealistic or daunting when approached as a whole. This program lets you divide that goal into manageable and attainable steps and allows you to track your progress into achieving your larger goal – even if it is in terms of points and getting closer to an award. It also allows marketers to reach to consumers less intrusively while getting behind philanthropic causes. However, so much of the program concept depends on self-reported actions and personal accountability and I wonder if majority of the users will use the program for the purposes it was intended for.
Every year in Germany more than 100,000 children are reported missing. So the Missing Children’s Initiative devised a way to send out alerts about missing kids quickly and efficiently, using social media and a browser add-on developed by Hamburg agency Kempertrautmann.
The Missing Add-On blanks out banner ads and replaces them with urgent picture notices of children currently reported missing. The add-on is the latest addition to the campaign’s Facebook page, Deutschland Findet Euch (translated as ‘Germany will find you’), launched last summer, which has so far garnered more than 133,000 ‘Likes’. Anyone can install for free simply by going to the website.
Why I’m Curious
I love this digital idea for how it cleverly and simply solves a compelling insight and challenge: the first few hours after a child goes missing are the most important. The plugin allows The Missing Children to target users wherever they are across the web in real-time, in a space that the vast majority of the population visit on a daily basis, which is exactly the sort of reach the initiative needs to get results.
Fairshare Music out of the UK partners with many of the country’s leading charities to combine legal music downloads with charitable giving. It’s part of Virgin Unite, Virgin’s charitable arm.
-Judy
Why I’m curious:
The challenge of getting people to legally download music has been ongoing for a while. I like Fairshare’s approach since it incentivizes you to purchase the music legally. Basically, by purchasing music on the site, 50% of your purchase is donated to the charity of your choice. This gives consumers the option to give while they get without it costing a penny more to feel better about their purchase. It’s an interesting way to solve something that has been a problem basically for as long as the internet has been around. I’d love to see something like this implemented in the US.
Google’s been awfully busy as of late (check out their new YouTube politics page, launched in anticipation of the debates and parodies sure to come in 2012), but since it is Veterans Day, I wanted to take a moment to point out another new launch today: Google for Veterans.
GFV offers peer and family support for veterans to not only ease the transition to civilian life, but maintain connections to military past, as well. Included are a resume builder, G+ integration to reconnect veterans with each other (via hangouts and all other G+ capabilities), as well as a “tour builder.” The tour builder launch is TBD, but will enable vets to recreate their tours of duty within a 3-d model built with Google satellite maps. Pretty neat.
Google didn’t have to do this. They’re not getting paid for it, and one might assume this is something the VA would facilitate. But there are two truths: the VA is financially strapped, and veterans are in sore need of ways to connect with each other and their families. One more truth: Google has the technology and means of facilitation. Veterans and active services already connect on Facebook, but Google helps ease the transition into civilian life by acknowledging the past and moving forward. And it’s great to see large forces combine for good. It only makes sense to bring the VFW to the digital space. I’ll be interested to keep an eye on how adoption progresses, and how the VA and military might encourage use.
Pedigree has associated themselves with shelter animal adoption globally for years now. They have done some pretty cool things such as the Pet Visualizer, where you could see based on a picture of yourself which dog “matched” you. This latest work out of the UK is another creative way to engage consumers in pet adoption by asking you to take Ripley on a “walk” around the internet. For each site you walk (up to four), they donate a quarter of a pound. Each site focuses around parks, accommodations, etc. where you and your dog can go. Once at each site, you can play with Ripley (though it is a little rigid about what you can do at each site, I still had fun doing it). I think its one of the more creative uses of contextual banner ads I’ve seen in a while.
As part of their internships, participants in BBH’s Barn were tasked to “do something good, famously.” After zeroing in on kidney disease, the interns locked into kidney donation, and finally dialysis. In an effort to ease the monotony of dialysis, they chose just one person for whom they would provide distraction. Enter Company for Christy.
I’ve been in many meetings where throwing in a charity as a way to spark brand adoption somehow makes its way through a brainstorm. I don’t object, but I will say this: it needs to be rooted in heart-felt compassion, be relevant (to the brand and product) and mean something. In this case, the Barn kids (I say kids colloquially, FYI) honed in on a key insight: dialysis is a lengthy and boring process. Diversion is welcome. They did it in a way that was inclusive and thoughtful and got me thinking… how could Google Plus Hangouts factor in to the livestream? How else can this program be extended?
Curious Fridays 