Death can catch you anywhere, anytime

go to ifidie.net before it's too late


Challenge:

'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.

Solution:

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 communicated our message in a personal way and reminded him that death can catch him anywhere, anytime.

Synopsis:

We all know that one day we will die, but we don't like to think about it, because it's not going to happen anytime soon. Based on the strategy that "Death can catch you anywhere, anytime" and with an innovative use of location based services, we reminded people, that just like we did, death could also catch them anywhere, anytime and that they'd better leave a message before it was too late.

Results:

Without any media budget at our disposal, the sudden and extensive interest that the campaign initiated produced numerous headlines in newspapers, blogs, radio and TV coverage worth over 1,500,000$ in free media, resulting in an 800% increase in recorded messages being left on "if i die".

Some Quotes that made us happy:

"Slick Marketing Campaign" - The Next Web [5.17.2011]

"Death Stalks the Twittersphere, Offering a Lesson in Consumer Exposure" - AdAge [5.15.2011]

"If I Die App Strikes Creepy Marketing Cord" - The Examiner [5.19.2011]

"More impressive (though equally insane) is the marketing campaign" - Dan Biddle [5.20.2011]

"Using the power of geolocation and social checkin api's If I Die created an ingenous campaing to remind people that they can die anytime" - Elliott Lemenager [5.19.2011]

"potentially one of the best PR grabs I've seen" - Digital Buzz Blog [5.19.2011]

"Did the campaign work? Oh yes it did. Without any advertising, the campaign received lots of press" - AdRants [5.16.2011]

"From across the cafe I heard "Is there a Joel Postman here? You have a phone call" - Socialized [5.16.2011]

"weird/creepy: just had some automated IVR call me at the place I checked in on Foursquare to for lunch" - @adamostrow [3.17.2011]