The 'Food Link' Campaign Let Users Carry Virtual Food Between Two Ads

By: Alexander Lam - Published: Jun 18, 2013 • References: & psfk
In an effort to help empower first world citizens to make donations, the UN World Food Program commissioned the 'Food Link' campaign. Food Link allowed people waiting at a bus shelter to carry food to a hungry child with their smartphones. With just three steps, users could pick up virtual food from one bus shelter ad and bring it to the other.

Using RFID technology, the ads let your smartphone acquire pixelated food from a print ad. All you have to do is walk over to an opposing ad and drop the food off. After giving the child food, a video appears on your phone from the child in the ad. Your phone then gives you the option to donate and make the virtual food a reality. Stats for Hunger-Alleviating Ads Trending: Older & Mild
Research: 679 clicks in 153 w
Interest: > 3 minutes
Concept: Food Link
Related: 73 examples / 56 photos
Segment: Neutral, 18-55
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