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Step 1, install app. Step 2, find friend with app. Step 3, use QR code. Step 4, give up.

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Submitted by agardina on Mon, 06/07/2010 - 02:22

Durex Baby from Peter Ammentorp Lund on Vimeo.

As far as I can tell from this video, the only way this campaign works is if you:

  1. Install the app
  2. Have a friend install the app
  3. Do something inappropriate with your phones, preferably in a public place.
  4. Activate the app at 3 AM
  5. Babysit your phone, also in public
  6. Buy Durex
  7. Take a photo of a QR code on Durex
  8. Install yet another app
  9. Close a weird curtain on your iPhone

One of the biggest downfalls in creating these social media campaigns is that agencies forget something very basic: people are busy. Unless your app provides some extraordinary value (like free Durex + a blind date), you're going to lose audience members on each step of the process.

And if your process doesn't involve a sale until step 6, how many people are actually going to get there?

(Thanks to @randymatheson for the original link!)

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