Have you heard the latest in reality tv commercials?
Toshiba just launched a campaign that pits six citizens of Normal, Illinois, against six citizens of Boring, Oregon. After being selected from a series of casting calls, the twelve contestants received brand new Toshiba laptops. Now they have one month to break free from "normal" and "boring" and be innovative - in using those laptops to increase community activism in their respective towns. The team that makes the best use of the laptops will win $15,000 worth of Toshiba laptops for the local school district.
A film crew from New York's P-13 Productions is documenting the progress of the contestants. On July 27, videos of the competition will be posted on MySpace, and viewers will vote for the winning team.
This is beautiful picture of interactive marketing meets corporate social marketing.
Residents of two towns with unassuming names get to participate in a one-month reality tv show requiring an innovative use of technology to help their communities. People around the world get to participate online in watching the videos and choosing the winner. The students of a school district get a shot at improved education facilitated by new technology. And Toshiba gets people interested in the brand and aware of Toshiba's commitment to corporate social responsibility.
A wise man I know once told me, "A good deal isn't a good deal unless it's a good deal for both parties." Toshiba has created a good deal.
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