I found this print ad for Big Brothers Big Sisters in a magazine and it caught my eye. Not because it was visually attractive but because it was slightly confusing. As you can see it attempts to trigger a mobile viral share event via your cell phone camera by encouraging the reader to take a picture of a portion of the page and email it to a worthy big brother volunteer candidate. The compact is solid but the call to action and visual design could be more compelling. Once I figured out what they were doing…the thing I found most interesting was how it uses print and mobile in a reverse way compared to most traditional mobile extensions. Instead of texting into a short code for an additional experience, they decided to use the content of the print ad to be the subject matter for sharing a digital photo. I’d love to know if they received a lift on their Big Brother volunteer applications as a result of the campaign.
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2 Responses to "Big Brother Big Sister Interactive Print Advertisement"
I was flipping through cooking light this month and ripped out the same ad for the same reasons. I was just doing a little search on the internet for some sort of campaign results. Wondering if you ever came accross anything?
I was not able to find any back in July of 2008 but that was awhile ago. I’d also would love to know whether or not it produced a lift in applications. Let me know if you find the AOR for Big Brothers Big Sisters, I would definately contact them to see if they have any results they would like to share.