Campaign Stickiness

Sticky content isn't just for websites. If a mobile campaign has done its job, you should remember it long after you've checked it out on your phone.

I enjoyed the mobile campaign for DiGiorno For One personal pizza, which drove users to The Ditcher — a simple, practical, funny application offering people an escape from bad dates and other uncomfortable situations. On The Ditcher’s microsite, a user could fill out a form with his name and phone number, pick a date and time to get the call, and select an excuse from an array of pre-written excuses ranging from serious to the absurd. The Ditcher would then send a text message to the user’s mobile phone at the chosen time, alerting him that his house is on fire or what have you. Voila! An excuse to leave.  

I also enjoyed the Snakes on a Plane campaign, which encouraged people to submit friends’ phone numbers and have Samuel L. Jackson give them a m-f***in' call with a personalized message. Neither of these campaigns had to ask users to surrender their personal contact info — they did so willingly because the payoff was funny and clever.

Part 3 of a 6-part series.