Location Based Promotion - Death Can Catch You Anywhere, Anytime

http://apps.facebook.com/if_i_die/

'IF i DIE', is a unique Facebook application that enables people to leave a message that will only be published after they die. Since nobody thinks they will die anytime soon, In order to encourage people to use this app, we had to remind them that death can catch them anywhere, anytime, and that they'd better leave a message before it was too late.

Using the API of popular location based services (foursquare, Gowalla..), combined with twitter, 'Facebook places' and 'Google Latest', we were able to track thousands of check-ins worldwide. With this information we knew exactly where someone was in real time, and could communicate the message in person and that's exactly what we did. We called thousands of people from all over the world to their place of check-in and asked to speak with that person, after he was called to the phone, we've communicated our message in a personal way and reminded him that death can catch him anywhere, anytime.

Client: Willook, Eran Alfonta
Agencies: Mizbala, twentythree
Executive Creative Director: Dori Ben Israel Kario
Creative Partners: Yossi Tzarfati, Erez Rubinstein
PR Agency: Ronnie Hassid, Ofir Auslander
CTO: Assaf Sela
Web: Edan Tal
Art Directors: Rona Sagi, Roey Jamal
Musicl Director: Yishay Raziel
Voice: Jeff Laurence Gill, Brad Dassy, Eric San, Nathen Knight
Agency Producers: Ginat Moyal, Dor Sinai, Amit Horesh, Hila Feder, Roy Lilian, Liron Ashkenazi, Max Chertkov

Category:

Howto & Style

Tags:

• Promotion
• direct
• mizbala
• location
• based
• מזבלה
• twentythree
• Dori Ben Israel
• willook
• if i die
• ifidie.net
• gowalla
• foursquare
• facebook places
• facebook
• google latest
• case study
• twitter
• eran alfonta
• ifidie
• facebook app
• application
• facebook application
• life
• death
• Mark Zuckerberg
• facebook com
• when i die

[tanyablaze]

how does the app know when you have died? this is a legit question, as once you are dead - you cannot de-activate your facebook / twitter / google account and tick the "i have died" box as the reason for de-activation!

[mizbala1]

@tanyablaze & @tunkycool

After you leave your message you are asked to choose trustees from your friends list on Facebook. in case of death, those trustees will need to confirm it in the app, after 3 trustees will, your msg will be published on your wall. you can also visit the app and read it's FAQ :-)

[Edem0001]

cool cant wait to die!

[fdtwinkletoes]

So my cat has a facebook, can the app work 9 times?

[fultuc]

he has nice voice

[mizbala1]

@fmichlick The facebook app is free of charge. Premium services are and new products are currently under development.

[fmichlick]

It appears I missed the "personal channel" offer - which is $29.90 annually.

[fmichlick]

Interesting marking approach. What's the monetization strategy here though? Dealing with/in the user data? I see from the privacy policy that newsletters are another part of it...

[fivemontgomerys]

How about some client testimonials? Curious to know how they feel about their video after its been posted for the world to see.

[alexdinamite]

@tanyablaze Know your stuff before commenting.

[tunkycool]

@tanyablaze

Exactly my thought.

@mizbala1

any comment on this?