The Social Swipe campaign was a unique and innovative experiential marketing effort created by Misereor, a German non-profit organization dedicated to fighting poverty and injustice worldwide.
Campaign Overview
Goal :
Raise awareness about global poverty and hunger. Encourage donations to support Misereor’s initiatives. Make donating a more interactive and engaging experience.
The Innovation:
- Interactive Donation Billboards: Misereor developed digital billboards in high-traffic locations like airports.
- The Swipe to Donate Feature: The billboards displayed images or videos highlighting the struggles of those facing poverty and hunger. People could interact with the billboard using a swipe action (similar to swiping on a phone screen) across a designated area.
- Impactful Action: The swipe triggered an animation that visually represented the user’s donation. For example, swiping might “cut” a slice of bread to symbolize providing a meal for a family or “release” someone trapped by poverty.
- Seamless Integration : The swipe action seamlessly integrated with the displayed content, creating a powerful and memorable experience.
Impact and Results
- Increased Donations: The Social Swipe campaign reportedly led to a significant increase in donations compared to traditional static billboards.
- Emotional Connection : The interactive element and visual representation of the impact of donations likely fostered a stronger emotional connection with viewers.
- Positive Media Attention : The unique concept garnered significant media coverage, further raising awareness about Misereor’s mission.
Lessons Learned
- Interactive Marketing : Interactive elements can significantly enhance engagement and the impact of marketing campaigns.
- Experiential Marketing : Creating an immersive and experiential element can leave a lasting impression on potential donors.
- Emotional Connection : Appealing to emotions is an effective way to encourage action and support for a cause.
