Share (RED), Save Lives

Campaign: Share (RED), Save Lives
Company: Johnson & Johnson
Nonprofit Partner: Project (RED)
Launch Date: June 10, 2013

Campaign Description:  

To mark the 32 years since AIDS was first discovered, (RED) partnered with Mashable to create a new world record using the video app, Vine, to post ‘the most Vine videos ever recorded in 1 day for a cause’. Vine users were asked to post a 6 second video with the #REDworldrecord hashtag. Participants included celebrities such as Paris Hilton and Twitter co-founder Biz Stone. Following the world record, a new cause marketing campaign with Johnson & Johnson will unlock a $1 donation to the Global Fund to fight AIDS every time someone ‘tweets’, ‘likes’ or ‘pins’ an infographic, up to $100,000.

Our Take:  

Gimmicky? Sure. Effective in generating awareness? Quite possibly. Utilizing a newish social tool such as Vine affords (RED) the luxury of being uniquely creative in this effort. Of note: (RED)’s savvy in creating online buzz via the ‘world record’ attempt immediately preceding the launch of a new cause marketing partnership in which consumers are asked to participate online. What do you think of this use of Vine for cause marketing? Weigh in below!