April 29, 2013
Water is life has developed a smart integrated campaign to guilt people into donating money to solve real world, life threatening problems rather than complaining about our trivial #firstworldproblems.
Water is Life successfully attempted to ‘reverse-trend’ the hashtag, by ending it rather than promoting it. By gathering #firstworldproblems tweets and getting individuals in Haiti to recite them, the charity creates a powerful realisation at how insensitive this hashtag is. To further resonate this, the charity sent personalised video responses from those in Haiti to each tweeter using the #firstworldproblems hashtags to apologise for their problem, for example, “Hi, I’m sorry your son didn’t get a toy in his McDonald’s Happy Meal’.
Water is life were able to change the conversation, instead of complaining about #firstworldproblems, people began using the hashtag as a vehicle for getting donations. Watch the hashtag killer case study video below.
Using Gamification to help Cancer Patients
HopeLab has relaunched its ‘games for health’, which help kids deal with having cancer. More than five years in the making, Re-Mission 2 consists of six free-to-play online mini-games that combine fun and cancer education. The game allows kids to go inside the body to defeat cancer with weapons like chemotherapy, antibiotics, and the body’s immune cells. The action has direct parallels to real-world cancer treatments, and it tells patients that one of the big reasons that kids don’t survive cancer is because they don’t stick to their treatments.
iTunes 10th Birthday
On 28 April 2003, Steve Jobs revealed iTunes, the revolutionary digital music store offering 79p song downloads. Read more here. Since then we’ve seen a whole host of music offering services, from Spotify, Nokia Music and the latest Twitter Music.
Tribeca Film Festival uses Vine
Tribeca Film Festival challenged people to create six-second films using Twitter’s Vine app. After narrowing the field of 400 submissions to 40 earlier this month, judges for this #6SecFilms contest announced the winners this weekend. Entries had to have a beginning, middle and end. The contest was divided into four categories: auteur, animate, genre and series. Click here to see the winners.
Twitter introduces #keyword targeting for advertisers
Twitter has announced that it will be rolling out keyword targeting as a part of its ad platform, in a bid to allow advertisers far higher rates of engagement. Through running geotargeted campaigns using keywords, advertisers will be able to target ads based on what Twitter users are saying in their tweets. Read more from the Twitter blog here.
Tumblr releases ads on Mobile app
Last week, Tumblr released promoted posts firstly on mobile and then desktop. For the first time in six years, ads will be in the same format as Tumblr posts, occasionally appearing in your feed as you scroll through.
The first advertisers who have tried Tumblr’s ads are Warners Bros, ABC Entertainment, ABC Family, GE and Pepsi. Warner Bros has used the platform to release teasers for two of their films ‘The Great Gatsby’ and ‘The Hangover Part III’, seeing thousands of reposts. ‘The decision to roll out ads in the mobile stream underscores just how quickly the mobile ad market is growing’.
Burn your number after a questionable date
A new app on the appstore offers users the ability to have a disposable number – if you have ever needed a phone number for a day, a week or a month for contacting someone, but you don’t want them to have a record of your number forever, this is the app for you.
This app generates a number for you in 30 seconds that you can give out without ‘the fear of having your real phone number compromised’. When you no longer have a need for the number, you can simply ‘burn’ the number on the app. And so you will never be contacted on that number again. Perfect for if you go on a blind date and they don’t turn out to be the ‘perfect match’.
Fun for Monday. The Evian Babys are back. Watch the TVC below which has had nearly 41m views on YouTube in a 10day period. Impressive.