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As part of its "Be Stupid" campaign, Diesel wanted to highlight the ridiculousness of wasting so much time on social networks. So it decided to get people to waste time in parks instead. This led to "Facepark," described as "A stupid idea that might save the world. But probably won't." The idea was to bring the clichés of social-media platforms back to the real world in a very literal way.
For one day, Diesel created an analogue version of Facebook called Facepark -- effectively a mini festival in a park in Berlin. The brand created cardboard cutout profiles, with which users could frame their faces, almost like they do on the real (virtual) social networks. They could fill in a box with their "status," write comments on the cardboard and list some of their friends. People could then become friends with others by attaching their name to a friend's cardboard profile. Cardboard stands complete with actors were created for fan groups or applications such as Farmville and Mafia Wars, which people could then comment upon using stickers. They could add "like" stickers to people, groups and comments.
Diesel also created giant foam hands with which to "poke" fellow Faceparkers as well as small Frisbees upon which people could write messages before throwing to a friend. Bands including the Hotlaing, Bodi Bill and Holden Caulfield provided the entertainment.
Of course there's no way Diesel could leave out a digital element even as it mocked virtual communities. The campaign was supported by a website, www.facepark.org, featuring the event details, a community section, and a range of viral videos. One asked people to create their "Ass Status," i.e. log into their Facebook account, put the cursor into the status bar and then sit on your keyboard before posting whatever random combination of letters appeared. The site even urged people to join on Facebook at the STUPID IS ANALOG page.
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