#SocialMediaCampaigns

Although not a particularly well-known campaign, I think the #DrawMyFollowers campaign by UK artist and clothing-label designer Greg Burney shows how social media has revolutionised creative advertising. By promising to draw the first 3000 new followers he gained on Twitter, Burney launched a successful social media campaign without ad agencies or large budgets. The campaign took off and Burney got almost 6,000 new Twitter followers in a few weeks, and the campaign made several 'Best of' lists which gave him even more exposure.  In an interview about the project Burmey said, ‘I am very keen on projects that connect people. The #drawmyfollowers project evolved from a smaller project in which I drew sketches of people on Chat Roulette. The people I drew almost always smiled and it often ended with both of us giggling and waving goodbye to each other. I learnt that I really love little connections with random people and that people like to be drawn, so I thought I would take it up a level and try the project on Twitter.’

This innovative and creative thinking shows how new media has changed creative advertising as it makes it more accessible, interactive and enjoyable for the audience. I think it also makes advertising more creative because it is more optional that more traditional media, as people choose to look at, watch or share something, so if ads aren’t creative, people will not be interested. Also, it shows how even just one person with a good idea can use it to their advantage, so the advertising and the products/services are more diverse and interesting, and it’s not just brands with big budgets who are seen.

You can read the full interview with Greg Burney here:
http://www.attentionusa.com/2011/11/an-interview-with-greg-burney-of-drawmyfollowers/#.UQbf4L9dBSQ