‘IF i DIE’, developed by Willook, is a Facebook application that enables people to leave a message that will only be published after they die. However downloads of the app have been affected by the reluctance of most smart phone users to think about their own inevitable death. The promotion team took on the job of reminding potential users that death can catch them anywhere, any time, and they’d better leave a message before it’s too late. Using the API of popular location based services (foursquare, Gowalla..), combined with Twitter, ‘Facebook places’ and ‘Google Latest’, the promotion team were able to track thousands of check-ins worldwide. After the potential customer was called to the phone, the promotion team communicated our message in a personal way and reminded him that death can catch him anywhere, anytime. The sudden and extensive interest that the campaign initiated produced numerous headlines in newspapers, blogs, radio and TV coverage, resulted in an 800% increase in recorded messages being left on “If I Die”.
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The If I Die promotion campaign was developed at Mizbala and Twentythree by executive creative director Dori Ben Israel Kario, creative partners Yossi Tzarfati and Erez Rubinstein, PR directors Ronnie Hassid, Ofir Auslander, account manager Michael Poraz, CTO Assaf Sela, web designer Edan Tal, art directors Rona Sagi, Roey Jamal, music director Yishay Raziel, agency producers Ginat Moyal, Dor Sinai, Amit Horesh, Hila Feder, Roy Lilian, Liron Ashkenazi, Max Chertkov. Voices were provided by Jeff Laurence Gill, Brad Dassy, Eric San and Nathen Knight.