“The World’s First Really Live Feed” – My god what a ‘really’ wasted opportunity

I love a live webcam stunt. Especially ones that are interactive. You’re almost guaranteed a base level of PR and interest. Good examples –  The Most Powerful Arm Ever Invented by Reactive, or The Comunitree by Scentsicles. This week I came across the campaign “The World’s First Really Live Feed” for Compassion in World Farming (CIWF). The idea? Remotely catapult apples into a free range pig pen to see the positive effects of free range farming in real time.  A great idea that would no doubt garner significant media and WOM interest. However, it never had the chance to.

For some odd reason the campaign was executed by one interactive digital billboard outside a shopping centre limiting the “live feed” to those who happened to be there. Worse yet, people who wanted to get involved had to download an app then enter credit card details to pay $1 to throw the apple.  No surprise the campaign case study showed that (only) “500 apples” were thrown in five days ($500 raised…) and was only seen by 100,000 people. I cannot fathom the waste here. Obviously this campaign could have been a roaring success if built around a live socially engineered web experience at $1 per throw. I assume the infrastructure still exists. Can somebody put me in touch with them? I, as I’m sure many others would happily design and relaunch this (pun intended) pro bono. It needs to happen.