A recent ad campaign in Sweden managed to shatter a stigma by tapping into the male competitive spirit. To promote safe sex, an ad agency handed out 50k condoms, each with a QR code that installed an app to measure how good you are in bed. After instructing the user to put on the condom, the app measured various factors (e.g., sound, duration, rhythm), then uploaded the data to a central server. Users could then see their own performance and compare with others across the country.
You can call this crude or tacky (especially if you were an unwilling partner), but I think it’s brilliant. This ad agency was able to reach a captive audience by helping users to quantify something every guy wants to brag about, then giving them a semi-voyeuristic view into where they stack. Enabled by technology to collect and share this information, this campaign allowed the agency to attach a relevant message regarding safe sex and address a social issue.
Are there other groups of people or conditions that could benefit from a similar program? Could diabetics monitor how stable their glucose levels are then compare with other users? How about tracking Facebook or general computer usage to highlight behavior traits (e.g., user spends 30 mins per day updating statuses, 45 mins per day viewing friend profiles) and discourage people from spending so much time in front of the monitor?
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