A Greek advertising campaign called Love in Action shows just how popular a social media campaign can be when you involve the public. What started as crowd sourcing exercise to get people to choose from several storylines for what was essentially a half-hour chocolate ad ended up taking Greece by storm.
The producers were inundated with more than 1000 real life love stories which they then narrowed down and again put to a public vote. Casting auditions were put online and again put to the vote and fans regular updates of the production process.
As this video shows, the project became so successful that Greece’s top TV channel picked it up and showed it on Valentine’s Day where it attracted more than 330,000 viewers, which equated to about 12 per cent market share. Its online launch attracted a further 150,000 views in Greece alone, and 20,000 fans on Facebook.
Click here to view the Love in Action film with English subtitles.