Today on the PR Squared blog there was a post talking about Canadian Club Whisky’s Movember event. The event itself centers around a moustache growing contest which takes place in November and is done to raise awareness towards men health. The interesting thing about the post was how SHIFT communications chose to implement a promotional campaign. Using Facebook, the team created an application that allows you to, in short, draw moustaches all over your friends’ profile pics.
The great part about this campaign was that they chose to avoid the mainstream media and use a social media tool. If this application is successful, there is no counting the number of people who become aware of Movember. I’m sure that most of us have Facebook profiles and understand how quickly new Facebook applications become popular. It is also highly possible that if the application reaches a huge number of people the mainstream media will become aware of its popularity and give Movember additional coverage.
Overall, I just think this is a great illustration of how we all have to think outside the box when it comes to brainstorming campaign ideas for our clients. I’m sure that most PR professionals turn to traditional media when they need to garner press coverage, however, with the evolution of the internet and with more technology savy individuals joining the professional ranks perhaps we will continue to see more innovative campaign ideas. What non-traditional media routes can we take to gain exposure for our clients? How can we use social media to create innovative campaign ideas?
Most importantly, let’s all go moustache our friends on facebook and support Movember!