Web special for humanitarian organisation „Right To Play“. Publicity for the online marketing of the Red Ball – the symbol for teamwork, respect and fair play, as well as establishing the claim „Small Ball, Big Impact“ in the Social Web.
Implementation
Neue Digitale / Razorfish developed a website and a Facebook application to raise awareness and sales of the Red Ball from the organisation „Right To Play“. Here users can find extensive information about the humanitarian organisation and the worldwide game and sports programme to protect children from war, poverty and illness. They also have the opportunity to leave a token symbol for a peaceful and worthwhile life themselves. Thanks to the Facebook application the user can digitally send the Red Ball to friends to let them know about the campaign. At the same time they can they can test and observe the own impact on the world by seeing how often their ball is forwarded on. The top 5 users are displayed prominently on Facebook and so rewarded with fame and kudos.
Conclusion
The application spreads the positive spirit in the Social Web and triggers a worldwide movement. At the same time the committed image of adidas as partner in the Red Ball initiative is strengthened. Sympathetic and social impact is effectively strengthened. And all for a good cause: tolerance and human rights.
