Friday, January 6

Using Drugs Over Timeline

File this little marketing gem under "gggoooooddd."  Yet so simple.

Many of us have been complaining about Facebook's changes, and in particular the new Facebook Timeline.  It's a great concept but truthfully I'm not used to it yet either.  I find it clunky and I feel like I'm missing some of my posts and my friends' commentary.  Maybe not, but it feels that way.

A brand has figured it out, though, rather quickly, and is putting it to great use:  The Israel Anti-Drug Authority.

Much like the organizations in the US, the IADA's mission is to stop drug use.  I don't know a lot about the organization, but I'm sure they've used many of the tactics that we've seen used domestically here.

But this one really hits home.  The organization created a character, Adam Barak, and used Facebook Timeline to show a year in his life.  With and without drugs.  So you can follow two different Facebook Timelines to watch how this young man's life progresses (emotionally, physically, socially) based on his drug usage.

Now the truth is that Facebook Timeline isn't really open to brands yet.  IADA got around that by actually using a person.  Clever.  It's incredible, and very moving.  You have to check it out.

This is not the first compelling anti-drug campaign, that's for sure.  But it is the first "branded" use of Facebook Timeline that I know of, which makes for a very contemporary and compelling anti-drug message.  Yet so simple.

Excellent.  Let's hope it really works.

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect

5 comments:

  1. What a great project!

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  2. This is a great use of the more visual nature of the Facebook Timeline and the headline ""Drugs Set Your Timeline" is clearly tailored to this "medium.". Before Timeline rolled out, I suggested that clients be prepared to incorporate more visuals into their posts to reflect the change and add more impact to their page. This is an awesome example (and one that probably would work well with Pinterest as well.) Thanks, Jim. - @susanborst

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  3. So true, Susan! Visuals tell a much quicker "timeline"! Jim.

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  4. Interesting to note that Adam has maxed out on his friend requests .... Jim.

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