Reason Why Hollywood’s ‘Digital Death’ Campaign Was DOA

6 Dec

It appears the organizers of a Hollywood campaign to raise money for AIDS in Africa either overestimated the popularity of the celebrities they used — or what their fans would be willing to donate to get them back on Facebook and Twitter.

The nifty campaign by Alicia Keys’ “Keep a Child Alive” charity launched on Wednesday (World AIDS Day), declaring that Hollywood would die “a digital death” until a casket full of cash was raised.

Celebrities including Kim Kardashian, Ryan Seacrest, Serena Williams and Elijah Wood all took part in the campaign — many posing “dead” in caskets for the cause and recording video statements before their figurative demise.

The organizers promised that when fans donate more than $1,000,000, “everyone will be back online and tweeting in no time.”

As of 3:25 p.m. ET Friday, the total is $200,416 — still more than $700,000 shy of their goal.

1. The organizers put a $10 minimum on donations. Alicia Keys or Lady Gaga fans might be willing to part with a cup of coffee, but not what it would cost to download their next album on iTunes. The economy hasn’t recovered that much.

2. Another critical error — by keeping the celebrities off Twitter and Facebook during the donation process, the campaign is losing an enormous amount of social media marketing — from the “dead” celebrities themselves. What they should’ve done was have the threat of their collective “digital death” build up while they were allowed to solicit donations from their 30 million-plus followers on Twitter and Facebook today. If fans didn’t meet the stated goal, then kill them off, one by one. (The WRAP)

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