Stating that "Donating money to charity is so last century," Cafédirect Producer’s Foundation created a social charity campaign that has Twitter users donate their followers rather than money.
The aim of the campaign is to create #OneBigTweet that can be auctioned off to support farmers in Africa. Participating in the creation of this One Big Tweet means that by signing up, a Twitter user will automatically retweet the #OneBigTweet one time. Rather than collecting monetary donations, the value in this campaign lies in awareness and social currency. So far, over a million Twitter followers have been "donated."
A similar campaign was created by ooVoo when it set up an 'ooVootique' where its app users could trade in their friends on the account as a way of purchasing physical objects.