Blood Donations: Torrent Your Blood Campaign

Wed, Apr 4, 2012
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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!

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