I love finding campaigns that create new ways of getting to consumers, and here is a seemingly weird one, with a really smart distribution method. The Blood Transfusion Service in Russia wanted a digital project that could connect with people in a different kind of way, and what agency SmartNewSolutions came up with was a “Torrent” project…
The Torrent Your Blood Campaign launched as a short film, complete with microsite, trailers and social to promote it, the catch was, you could only get it via a torrent… While the results are on the small side, I think this is a really interesting way to look at media distribution, and potentially a new form of media “hijacking” for brave marketers… Would love your thoughts!
Interesting idea, but poor results. “Many of the users openly stated their intention to immediately go to a blood transfusion station.” I question how much it cost to make and market the film for only 1000 downloads as well.
All this shows is that anyone can make a hype-reel look good.
The idea is great and tangibly shows the similarities between the two services, but the results are poor. 100 shares on social media in 1 hour, and 1,000 downloads in 3 days. Would hate to see what their CPA was.
Agree in terms of cost and results Ed… For me it’s more about the interesting distribution method on this one.
+1
But I was glad when the morning opened digitalbuzzblog and saw the Russian digital case)
[...] Spotted here Tags BloodcampaigninternetmarketingRussiaSocial [...]
Agree. Great creative thinking should be backed-up by other media and advertising in order to generate better results. Perhaps a torrent-like seeding program on the website (with direct download) supported by regular google ads etc might have increased results.
[...] First Spotted here [...]
You’d have to really care about the issue of blood donation to download a video about it and if you really care about the issue you’re already giving blood.
[...] Torrent your blood - A weird campaign that uses torrents as a metaphor for blood transfusion, thus highlighting the [...]