Social Swipe

Interactive media is the current and future wave of marketing technology, from wearable technology, Google Glasses, Fit bands and sensory billboards. I am drawn to companies that use marketing for the greater good, or just in the use of empowerment marketing, lifting people up instead of putting them down to make a sale.  A large part of marketing currently and in our past has been focused on the implication that one is not good enough, not pretty enough, not smart enough, not wealthy enough, just not enough. This mentality has worked well in the health and beauty industry, selling us everything from fad diets, vitamins and wrinkle creams.

But what happens when marketing challenges us to be better, not better looking, or better because we have more stuff, but better human beings. There is always a cause that we can get behind, saving children or abused animals. In fact, there are so many causes that sometimes it is overwhelming to determine where and how much to give. When people have too many choices, they often can’t choose at all. “As psychologists and economists study the issue, they are concluding that an overload of options may actually paralyze people or push them into decisions that are against their own best interest. Research also shows that an excess of choices often leads us to be less, not more, satisfied once we actually decide. There’s often that nagging feeling we could have done better.” (Tugend, 2010)

SocialSwipeSo the challenge is to not only make it as easy as possible for people to give, but to engage with them in a way that stands out from the clutter of all the sad appeals.  The Social Swipe brings emerging technology, cause marketing, and a global campaign together in an easy to use and engaging digital billboard. The campaign makes it easy for people to participate, almost to play with the interactive billboard.  Its a small donation that has a huge impact.

This is the type of creative marketing that I get excited about.  How about you?

 

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3 thoughts on “Social Swipe

  1. Social improvement through marketing is a refreshing concept. The thing that I worry about is the opposite. It is so easy for people to manipulated to do the wrong thing. When you look back on atrocities committed by mankind, names like Goreing are a reminder of how darkness can become a communal quality through manipulation.

    And I wish I could say that was a thing of the past. But as our current political cycle has proven, some of our erstwhile leaders seem to have learned the lessons of the past a little to well.

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  2. This is an awesome marketing campaign! I love the visual effects that users can see once they’ve swiped their debt/credit card.

    I think that the most memorable marketing campaigns have always left me with a distinct feeling. A campaign that I really love is Always’ Like A Girl Campaign.

    Always interviews teenagers and young adults about doing things “like a girl”. They ask the teens to run like a girl and watch the teens lighty jog and whine. They ask the teens to throw like a girl and watch the teens throw a ball daintily across the stage. Then they interview primary-elementary school aged girls. They asked the kids the same questions but instead of doing everything so daintily they run at full speed and put all of their effort into throwing the ball. The commercial then lists statistics about confidence levels between girls in the different age groups. At the end of the commercial you can hear the interviewer ask the smallest girl “What does it mean to run like a girl”? Her reply “It means to run as fast as you can.”

    This commercial has absolutely nothing to do with the feminine products that Always’ sells. Instead, it try to encourage teen girls to feel more confident and better about themselves, and that’s why I personally want to support the brand.

    Incase you’re interested in the commercial, I’ve linked it here. https://www.youtube.com/watch?v=XjJQBjWYDTs.

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    1. Thanks for your comment. Yes, I too appreciate the “Like A Girl” campaign. The power of that and the Social Swipe are the way that they both connect with people’s emotions. Its not just about selling a product, its about connecting with people.

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