Ohio University Strategic Social Media

Crowdsourced Learning Lab #ouj4530

Category: Kiley Landusky

Donate Life America Campaign Pitch

“You never think it will happen to you.” This mindset gives us the courage to take risks, but it can also prevent us from taking action. Organ donation is a tough subject to approach, but what if we changed that? What if audiences of Donate Life knew exactly why organ donation was important and how they could help? Thanks to social media, it is now easier than ever to get a message out. We believe that Donate Life can achieve this by utilizing the existing channels of Twitter and Facebook and expanding its messaging to Snapchat.

Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter

Team Donate Life from left — Hannah Bortz, Emily Barber, Kiley Landusky, Ellie Halter

Audiences of Donate Life span all age groups, but social media would allow for targeting of certain demographics. The combined advantages of each channel – Facebook’s storytelling, Snapchat’s personal touch, and Twitter’s condensed updates and widespread reach – provide the perfect combination for a successful campaign. Donate Life already has proven its success on Facebook and Twitter through storytelling and emotional messaging, but there is always room to improve. A campaign focused on raising the overall awareness of organ donation with an objective of increasing numbers of registered donors would result in better brand recognition, higher engagement and a difference in donor numbers.

If anyone knows how valuable life is, it’s the audiences of Donate Life. This campaign would relay the idea that organ donation is a basic human responsibility. It only takes a minute to register, but that minute can mean years of a healthy life to someone in need.

Heinz Gets Messy With QR Codes

A consumer was using his cell phone to learn more about consumer-driven competition with the help of a Heinz QR code. The code didn’t lead to the outcome he was hoping for—an entry for a personalized ketchup bottle—it led to another vice that certainly was not appropriate for a Happy Meal with fries.

In June of 2015, a German consumer, Daniel Korell, viewed a porn website as a result of scanning an old Heinz bottle’s QR code from a competition for product design that lasted from 2012 to 2014, according to The Guardian. Heinz bought the domain name sagsmithheinz.de for the time period of the competition and not for much longer, apparently. A German adult entertainment site took over the domain name after the competition ended.

At least Korell wasn’t offended by the mistake and actually found it amusing, according to the BBC. Korell also tried using different phones to input the code manually, but it still took him to the adult entertainment website with each try. He decided to report the issue on a platform that encompasses what Pew Research Center reports as 72% of all Internet users.

“This ketchup is probably not for minors,” Korell wrote on the official Heinz Facebook page under a picture showing the ketchup bottle with the X-rated site it linked him to, according to Business Insider.


Original image by Daniel Korrell. Retrieved from BBC Technology.

“I happened to scan it during lunch and I was a bit surprised where I got redirected to,” Korell told the BBC. “I found it rather funny and thought it was worth [sharing] on Heinz’s Facebook page.”

Heinz apologized in response to Korell’s post, and explained that the domain name was purchased by another company after the competition reached its end. In addition, Heinz extended the competition for the circumstance and offered Korell the opportunity to design a new label for them, according to AdWeek. Heinz sent Korell a new bottle of Ketchup as well, according to BBC. Numerous sources reporting on the issue received an email message apology from Heinz.

FunDorado, the adult entertainment website, did not publicly comment on the mishap, but did respond to Korell’s Facebook post about the mistake in a direct message shortly after.

“Hello Daniel Korell, wow! Has Heinz perhaps confused FunDorado’s Sexy Lila with its Lila Ketchup EZ Squirt? However, you won’t of course be going away empty handed. We’re giving you a year’s free access to FunDorado.com,” FunDorado said to Korell, according to CNN Money online.

In the end, Korell still received the opportunity he set out for and even more thanks to FunDorado’s quick purchase of the domain name. His trial of Heinz’ hot ketchup with Sriracha may have been a bit spicier than he intended, though. While Heinz took the measures it could by publicly apologizing and explaining the issue, it should probably be more careful in measuring its limited time for domain name usage for future competitions. It’s a wonder how the company managed to keep this discovery to a minimum of one infamous report on social media.


Gibbs, Samuel. (2015). Heinz says sorry for ketchup QR code that links to porn site. The Guardian. Retrieved from: http://www.theguardian.com/technology/2015/jun/19/heinz-ketchup-qr-code-links-porn

Kiefaber, David. (2015). Heinz Is Very Sorry for Ketchup Bottle’s QR Code That Led to a Porn Site The perils of letting a domain lapse. AdWeek. Retrieved from: http://www.adweek.com/adfreak/heinz-very-sorry-ketchup-bottles-qr-code-led-porn-site-165469

Kircher, Madison Malone. (2015) A man in Germany was surprised when the QR code on the back of his Heinz Ketchup bottle led to a porn site. Business Insider. Retrieved from: http://www.businessinsider.com/heinz-ketchup-bottle-qr-code-links-to-porn-site-2015-6

Lee, Dave. (2015). Heinz QR porn code too saucy for ketchup customer. BBC Technology. Retreived from: http://www.bbc.com/news/technology-33200142

Smith, Aaron. (2015). Heinz apologizes for ketchup bottle QR code linked to XXX site. CNN Money. Retrieved from: http://money.cnn.com/2015/06/19/news/companies/heinz-ketchup-porn/

Pew Research Center. (2015). Facebook Demographics, Mobile Messaging and Social Media 2015Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/08/19/mobile-messaging-and-social-media-2015/2015-08-19_social-media-update_07/


Snaps for WWF’s #SocialWin

The Danish branch of World Wildlife Fund (WWF) launched the #LastSelfie Snapchat campaign to create immediate awareness about endangered animals in 2014. WWF focused on tigers, pandas, orangutans, rhinos and polar bears for photos used in the campaign according to an article from PR Newswire. WWF incited a feeling of urgency by using what Pew Research Center claims as one of today’s most popular social media channels.

WWF operated with the key insight that endangered animals have increasingly limited time on earth if we don’t take action. It used Snapchat under the handle @WWFpanda as its resource to not only draw a parallel to the concept of endangered species’ limited time, but also engage young adult Snapchat users. The campaign was created in conjunction with Grey Group global agencies 41? 29! In Turkey and Uncle Grey in Denmark, according to PR Newswire. 41! 29?’s website laments this insight.

“An image sent with Snapchat, when viewed, disappears in second, with no chance of being seen again. Just like the animals WWF protects,” it says under 41? 29!’s #LastSelfie case study page.

WWF posted photos of animals to its Snapchat story for ten seconds each with a message stating that they’d be gone forever in the seconds ticking on the right corner of the snap. It offered a solution. Text saying, “But, you can still save my kind #LastSelfie,” and a prompt to send an SMS to WWF were in the snap to create the action step of a donation.


Image from webbyawards.com

In one week the Snapchat campaign yielded 40,000 tweets that hit 120 million Twitter timelines mentioning WWF’s #LastSelfie. This means that #LastSelfie was exposed to 50% of all active Twitter users at the time. Snapchat itself retweeted about the project on its Twitter, according to WWF’s justforthis.com.

The campaign was a People’s Voice for Social Media Campaigns Webby Winner in 2015. The Social Media Campaigns Category is for, “social media campaigns that utilize one or more Social Media Channels (i.e. Facebook, Twitter, Tumblr, Pinterest, Instagram et al) to promote an build an organization’s brand and community,” according to the Webby Awards website.

The campaign received attention from AdWeek as well. Michelle Castillo’s article “Selfies Just Got Real” on AdWeek’s website calls the campaign, “a sobering spin on the selfie.”

#LastSelfie is a both a #SocialWin and #NonprofitWin for WWF. Nonprofits ultimately strive to get their messages out to raise awareness and subsequently raise money for a cause using cost-efficient channels. The #LastSelfie campaign did just that for endangered animals. It reported that 120 million Twitter users saw the campaign in one week, and that its fundraising goal for the month was reached in just three days, according to justforthis.com.

This #SocialWin is all with photos of animals that WWF likely already had or easily obtained, and simple text placed into a fast-paced, ever-changing social media channel. Had the campaign been these same images in a more permanent atmosphere such as Twitter or Facebook, the campaign likely would have been less effective.


41? 29! (2016) #LastSelfie Case Study. 4129 Grey. Retrieved from http://grey.com/turkey/work/key/last_selfie/id/6568/

Castillo, Michelle. (2014) Selfies Just Got Real. AdWeek. Retrieved from http://www.adweek.com/news/advertising-branding/wwf-snaps-lastselfie-endangered-animals-157138

Dougherty, Owen. (2014) Grey And The World Wildlife Fund Use Snapchat To Raise Awareness Of Endangered Animals. PR Newswire. Retrieved from http://www.prnewswire.com/news-releases/grey-and-the-world-wildlife-fund-use-snapchat-to-raise-awareness-of-endangered-animals-255662491.html

Lenhart, Amanda. (2015) Teens, Social Media & Technology Overview 2015. Pew Research Center. Retrieved from: http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/

World Wildlife Fund. (2014) World Wildlife Fund. Retrieved from: www.justforthis.com

The Webby Awards. (2015) The Webby Awards. Retrieved from: http://webbyawards.com/winners/2015/advertising-media/campaign-categories/social-media-campaigns/lastselfie/