9 Aug 2013

The World's First Really Live Feed

Who said that awareness campaigns and calls for donations had to be stern and serious in their approach? In the UK, the animal welfare charity CIWF (Compassion in World Farming) came up with an innovative and interactive marketing campaign aimed at promoting the benefits of happy free range pigs!

Ingredients: take one free range country farm in Buckinghamshire, a posse of five happy-go-lucky cheerful and slightly peckish "Tamworth" piggies, and a giant interactive billboard down the road (London's Westfields Shopping Centre). Ask would-be benefactors to stand in front of the interactive screen, armed with the CIWF smartphone app in order to connect to a crazy-professor-style apple catapult strategically placed in the field, and part with £1.00 for the benefit of feeding one juicy green apple to the piggy brigade.

The smart thing is that the donator can literally see - in real time - where their cash is going. As soon as the £1.00 transaction has been processed, the apple is ejected into the field and a horde of happy gallivanting pigs comes for it, while the name of the benefactor shows up in big letters on the screen for that glittering 15 seconds Ta-Da fame moment!

All in all, this is a tongue-in-cheek fun experience that goes the light-hearted way - while striking a chord - to promote free range into the streets and educate consumers ... (vegetarians, look away now!) ... about their bacon! Over five days, 500 apples were thrown and the campaign reached out to 500,000 people, with the "to eat free range is to eat happy" slogan.

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