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

agardina — Mon, 07 Jun 2010 02:22:29 +0000

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:

Install the app
Have a friend install the app
Do something inappropriate with your phones, preferably in a public place.
Activate the app at 3 AM
Babysit your phone, also in public
Buy Durex
Take a photo of a QR code on Durex
Install yet another app
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!)

alyssagardina.com - campaign

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