This weeks digital campaign chatter #4

Here are a few of this weeks most talked about digital marketing campaigns.

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1. Kelloggs –  Share your breakfast

The Kelloggs team in the US have teamed up with Action for Healthy Kids for their latest campaign, which sees them donating food to the underprivileged for every user who shares a photo of their own breakfast.

The fully integrated marketing campaign includes print, TV, digital, social media & outside events such as the ‘Community Breakfast’ which was held at Central Station in New York this week in celebration of National Breakfast Day (yes, that day does exist apparently!).

From a digital perspective, it seems to center around the main campaign microsite, where you can upload pictures of your breakfast, look at pictures of other peoples breakfast, and find out what people are mainly having (you guessed it!) for breakfast in different parts of the US.

A dedicated Facebook page and app also allows you to upload pictures, as well as share the campaign with friends. What is DOESN’T do, however, is give you any great desire to do so. The call to action and main message (mainly, the fact that so many children go without breakfast every day due to poverty and abuse) seem to be totally lost. It is of course mentioned, but in my opinion much more could have been done to connect with users emotionally.

Nevertheless, great to see yet another company using PR and digital to push their social sustainability and community outreach credentials as well as their products. I wonder how well it would work in the UK?

2. Unicef – Climate Kid

In order to push their Carbon Positive initiative, and as part of their aggressive digital plans for the next 5 years, Unicef have partnered with a non-profit organisation called Do the Green Thing to develop their latest integrated campaign called The Climate Kid.

Centered around a beautifully made and narrated animation which looks at the physical changes the human species may need as it evolves due to the changes in climate, users are encouraged to share the video and take part in a Twitter competition which could see them winning original artwork in exchange for tweeting the campaign hashtag #climatekid.

A bulk of the digital work around this campaign seems to be from Do the Green Thing rather than Unicef. For example, I needed to dig deep on the main Unicef website to find anything about it and there is no mention at all of Climate Kid on their UK Facebook page (which I noticed that whilst quite active has very low fan-figures). Having said that, there doesn’t seem to be much on Do the Green Thing’s Facebook page either!

So, I guess the main question is – great animation, great idea, great cause…… exactly are you going to let people know about it other than relying on viral alone? And once they do know about it, what is going to make them actually donate?

3. Heinz – Tomato ketchup

Heinz this week launched a trial Facebook store with the purpose of selling the first 3000 limited edition bottles of their Tomato Ketchup with Balsamic Vinegar exclusively to their Facebook fans.

Following several brands who have taken the f-commerce plunge recently, Heinz decided on this approach mainly to boost their number of Facebook followers – you need to ‘like’ their page before you can buy the limited edition product.

Interestingly, it took me a while to find the campaign store on Facebook as their Global approach seems quite messy and the US (and most active) page does not offer any link into other countries. However, it did give me the opportunity to see what the US were doing, and it seems that they are doing quite a lot! Perhaps this initiative is the UK’s start at catching up to their US counterparts?

Nice idea, but still some way to go…..

4. Mastercard & UN Women – Project Inspire

There seems to be a real surge in the amount of social-corporate-responsibility campaigns there are at the moment, and the latest to join the list is ‘Project Inspire’ by Mastercard & UN Women Singapore.

The campaign aims to inspire people to either upload a 5 minute video or send a written proposal as to how they would ’empower’ women from around the World. The winner will be chosen from 10 finalists after presenting to the judges in August 2011 and will receive a $25k prize in order to fund the development of their idea. A little like the Toyota Crowdsourcing which I blogged about last week, don’t you think!?

The launch of this year-long initiative ties in with the 100th International Womens Day which fell this week, and is centered around the campaign website The plans are to follow the winner in the development of their ‘idea’ and to therefore keep the online community alive. Great to see that they have planned long-term.

You can help to promote the campaign by tweeting with the hashtag #projectinspire or by sharing on Facebook.


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