nice campaign : Yellow Fun To Go – «Your Sad Friend» App.
Mon, November 30, 2009 at 04:53PM Okay, I don't use my blog as a PR / sales piece for our Agency as that takes into into a different space.
But I got sent the details on this neat campaign from our colleagues at Mccann Israel and I really like the concept and use of technology behind it.
And the recent crappy weather in the UK put me in the frame of mind that this service helps change (from Winter Blues to happiness getting a free gift from a friend)
So below is a summary of the campaign and you can get more about it here:
=== Campaign Info ===
Yellow - The largest convenience store chain in Israel, has launched its Private label - “Yellow Fun to
Go” which includes smoothies, ice cream yogurt and chocolate drinks, sliced fresh fruits and many
others - all the sweet things that can make you happy while you are on the go.
The challenge was in creating awareness of the new product line and getting people to experience it through the online
campaign.
The idea McCann Israel devised was that of taking contextual advertising to the next level: via segmentation (for
the first time) of the emotional status of the target audience.
They used Facebook as the platform for the campaign.
The execution :
They created a Facebook application that offers to send a “cheer up gift” to your sad friends.
How?
After installing the application, it scans all of your friends’ statuses in order to find “sad” behaviour –
depression statuses such as “I’m depressed”, “I’m bored”, sad pictures etc’.
The unique algorithm which was created especially for the application graded the “sadness” level of
your friends and found your saddest friend. But finding them is not enough - you could cheer him/ her up.
Your 'saddest' friends got a notification on Facebook and also a mobile coupon for receiving one of the
new Yellow Fun To Go products for free - Something from Yellow to cheer them up.
The Results look very good : (In first 2 weeks) :
# 167,000 unique visitors
# More than 45,000 people installed the application
# Thousands of people used their mobi coupons and experienced trialled the Fun and tasty product
line
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