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Jesus Needs a Break

April 26, 2010 Leave a comment

This is the story of a Chocolate + Jesus + Viral = Genius!

Kit Kat created a viral media campaign by placing what they call a “credible fake email” to incite the “Have a break, have a Kit Kat moment”.

This was last year, when in Europe there had been 3 different Jesus sightings in chairs, food and rocks. Kit KAt thought that this was a big break and opportunity for chocolate inside the religious madness it had provoked.

They didn’t do any spending, to do this viral they did it the same way that the other Jesus appearances got spread out: via email. By creating a fake email account from a guy from Amsterdam, they sent two emails to two editors in big news websites in Netherlands (where the campaign took place). This “guy” took a bite from his Kit Kat and saw Jesus…

The message in the email said:

Subject: Jesus appearance

Dear Editors,

I had the shock of my life this morning at work. I had just taken a bite out of my chocolate and then saw a face appear in it. I know there have been lots of Jesus sightings over the years and I thought they were all pretty far fetched. I mean I only recently read that there had been sightings of Jesus in a chair cushion and a meteorite.  So at first I couldn’t believe it, but then two of my colleagues confirmed that my eyes really weren’t playing tricks on me. And one of them took these pictures. I really don’t know where I should send it to, but I do know it’s absolutely amazing and that’s why I’m sending it to you.

While I’m not religious myself, it does give you food for thought.

Your sincerely, Mar (amsterdam)

And when does Kit Kat send it to the news? On Good Friday, so in the weekend of Easter it was posted in Nu.nl and it started to spread: news sites, blogs, and communities. They got hundreds of responses until there came a foreign webpage – The Sun  (as in not from the Netherlands) and posted it on their news page and it spread to even more blogs.

What happened: within 4 days, Kit Kat Jesus was in more than 150,000 results on Google.

People kept looking at this pictures and spreading them around with lines like: “Give Jesus a break”, “Jesus needs a break”, “Come on, gimme a break”, “Have a break”, “Have a Jesus Kit Kat”, “On Good Friday? gimme a break”, “I want a piece of Jesus”, “Break me off a piece of that Kit Christ bar!”.

All this Kit Kat name dropping without the picture not having the logo on it or anything,people made the connection between the Jesus sighting and the Kit Kat for themselves, turning it into free advertising. When people finally realized it was a spoof things like “who stops mid Kit Kat to realize this”, and “I can do this too on Photoshop” were said on blogs and blog comments.

The result: Kit Kat got contacts than they could ever get with standard advertising in the Netherlands. These contacts were far more intense and more memorable than what they could ever create otherwise. In 10 days, it was all people from all parts of the world talked about, making the advertising themselves, spreading the known slogan of the chocolate in everything they talked about. Without Kit Kat ever having to place their logo or a slogan.

very simple. very cheap. very ingenious.

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For the love of VW

April 26, 2010 Leave a comment

Though I realize this campaign is a year and a half old and that the webpage is not working anymore, I wanted to share this anyways. The Routan Boom was a TV and internet based campaign for the launching of Volkswagen’s newest model (at the time) the Routan minivan. While VW made the leap in 2007 to SUV with the Touareg, they had never tried to do a minivan before, even at a time where moms didn’t want to be seen in minivans. The Routan promises “something different to arrive at your kids’ soccer practice”.

In this campaign, Brooke Shields pleads families and couples to have “a baby for love and not for the love of German engineering”. This was genius, you went to http://www.routanboom.org and created your own virtual baby which then used your cookies and appeared in the webpages you were viewing and such. So, having a baby without the responsibility of actually having one, while using your “genes” to make it. Wanted to show the world your beautiful Routan baby? Sure! You could email your baby pic, post it on Facebook, or print it out.

The message said:

(mom) & (dad) are proud to introduce you to (baby), the virtual Baby they created with the new RoutanBabymaker3000. Volkswagen and I created the RoutanBabymaker3000 to remind couples that babies are about love, not a German-tuned suspension and European styling. With the RoutanBabymaker3000 now you can succumb to the urge to procreate, without adding to the epidemic. Just remember. Please. Have a baby for love, not for German engineering. – Brooke Shields
Actress/Humanitarian
This campaign was created in October 2008 and is the most recalled campaign in Volkswagen history with more than 2 million virtual babies made in a month.
Want to see more of what it was all about? Click here to see what it did.

isn't he darling?

Routan Baby Move

Categories: Uncategorized

Facebook & its ALWAYS Changing Privacy Settings

April 24, 2010 Leave a comment

So, I’ve been meaning to write something here for a long, LONG while. And today, I finally got some great inspiration for me to break my own EComm blogging ice.

Everyone that knows me know that I am an avid Facebook fan. Back in 2006, I had a broken computer and I used Facebook as my hard drive to save all of the pictures I had in that computer. Since then, more than 200 albums have been created, 3000+ photo tags, and 6000+ pictures have been uploaded, becoming my friends scrapbook-making a lot simpler.

That was 4 years ago, and since then Facebook has changed, obviously. But what has changed the most (other than the grandmas that want baby pictures creating accounts) is the privacy settings. I am (or was since Fan Pages are now likes) a fan of Facebook Bill of Rights and I am always on the look of new privacy settings  and new rules they invent to let marketers know a little more about us – because those happy birthday ads on my birthday were not a coincidence.

But today, when I logged to Facebook a lot of my friends had this as their status:

FACEBOOK is at it again…violating your personal information: As of today, there is a new privacy setting called “Instant Personalization” that shares data with non-facebook websites and it is automatically set to “Allow.” Go to Account > Privacy Settings > Applications and Websites and uncheck “Allow”. Please copy & repost!

But what is “Instant Personalization”? This is a copy of what it says:

Instant Personalization helps you connect more easily with your friends on select partner sites.

You’ll find a personal and social experience the moment you arrive on our select partner sites — Docs.com, Pandora, and Yelp. We’re working closely with these partners so you can quickly connect with your friends and see relevant content on their sites. These sites personalize your experience using your public Facebook information.

When you arrive on these sites, you’ll see a notification from Facebook at the top of the page.

You can easily opt-out of experiencing this on these sites by “No Thanks” on the blue Facebook notification on the top of partner sites.

Allow select partners to instantly personalize their features with my public information when I first arrive on their websites.
Please keep in mind that if you opt out, your friends may still share public Facebook information about you to personalize their experience on these partner sites unless you block the application.
Well, thank you Facebook! I am pretty bothered by the ‘if friends use this partner sites (or third parties) can still access to your information’. But why? It’s not my fault that my friends like to take care of their farms on Farmville, or that they take EVERY quiz imaginable! Why should I be penalized by my friends’ lack of things to do during the day?
This made me go a little further and the New York Times published this yesterday. The first sentence gave me reasons to laugh: “founder and CEO Mark Zuckerberg announced that the company was removing restrictions on user data retention within Facebook applications.” Sure, for the people who create applications this is great news, but not us!
And that same article recommends you to remove some of the Applications you now don’t use, or that you’ve authorized without knowing. I also always block applications my friends use because I don’t care Which Disney Princess are you or When Will you get Married. Hey, every little bit helps.
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