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Who is Driving Who?
Who is Driving Who?
Who is driving Who
Web 2.0
Coke Campaign: Directed, Do this campaigning
Iceland Whales Pledge
Defending our Oceans
IGO/Defending the Whales
Green my Apple
Apple Users in the driver’s seat
Email to take the message to Jobs
Tagging and Social Networking sites
Technorati to reflect the buzz
Desktop viral: Hug your Mac
Video E-card on YouTube to publicize the campaign
Banners and bugs to make the campaign easier to promote
Perpetual Beta: Feedback site for suggested improvements
Creative Commons content for remix
Results (March 2007)• 470,000 Google references • 4,070 Blog entries• 50,000 letters to Steve Jobs• 1,000,000 Unique Visits• 10,000 newsletter signups
• Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”
Result
Who is driving Who:
NGOs are driving and enabling individual activism
Who is driving who?
Individual activism is changing the way NGOs campaign
Vonnegut and Global Warming
