Traditional advertising is moving decidedly into a web-based approach, with some global companies ceasing print altogether. While I realize and appreciate the efforts marketing teams are taking to move brands into the most heavily-trafficked platforms, sometimes the pop-up ads, coupon codes, and mass-emails are overwhelming—especially during the holiday season.
While browsing through my Google Reader the other day, I came across one of Zappos.com’s latest promotions. Much to my surprise, it wasn’t a campaign (directly) aimed at brand enhancement; rather, it was more of a feel-good, community builder, namely, the “#SharingHappiness $3,000 Shopping Spree Giveaway Contest.” Zappos simply posed the question, “How do you use the web to improve your life and/or make people happy?”
The responses were refreshing.
Over 300 people contributed, but it was Christen Brandt, the director of shesthefirst.org who won for her inspiring story: using the web to give the gift of education. She’s the First is an online directory of schools worldwide that attracts sponsors for girls who would otherwise not have the opportunity to go to school. Shesthefirst.org uses a variety of social media platforms to spread awareness and raise money.
From their website: “To inspire these girls to break barriers and realize their dreams.”
Other entries of note included using the web to blog about parenting special needs children, to share photos with faraway family, and to establish a voice of hope for cancer patients and families.
Author, “Stimey,” wrote, “I’ve been able to connect with other parents and become part of a supportive community … without social media, my journey with my autistic son would have been a very different one than it is …”
“I share happiness on the web by uploading photos of my child to Facebook where the grandparents (who can’t work a DVD player) but can use Facebook can see how he is growing,” said author Catherine Gordon.
Author Helen Morey Gallo wrote, “This is my eleventh year cancer free, and the web has allowed me to establish a voice and further awareness and hope for my fellow cancer patients and families. I am connected to more people now, and more resources, thanks to the web, than ever before in my life. It allows me to maintain human connections in a way that 24 hours a day, a pen, paper and phone simply could not, and to have the immediacy of answers and interesting tangents at my fingertips.”
The idea behind this campaign is genius: indirect brand enhancement through seasonally-appropriate community building. Plus, the submissions were transparent and heartfelt—faith-builders in digital-human relationships.
How has social media made a positive impact on your life, or on the lives of those around you?
[Photo from woodleywonderworks on Flickr / CC BY 2.0]
