Plan UK – Because I Am A Girl App
29 Nov
This came to me through the usual channels, but I recently found out that it was the work of Neoco, the Social CRM agency, with whom I did some interning around this time last year and so I decided to pull it to the top of my ever growing list of things to write about.
Connections aside this ended up on my list in the first place because I really love it. It’s very similar to the ‘take this lollipop’ app that landed on Facebook a while ago (no link as it’s now dead) which showed a video of a creepy guy stalking you on the social network. It was okay, the execution could have been better…
‘Because I Am A Girl’ kicks off with some hard-hitting numbers that only become so when you learn the full context. Arbitrary stats perhaps but they leave you asking questions – enough to get access to your social graph and build your experience.
Now there have been many Facebook apps before that plug in to your social graph and pull in your photos and status’ (plural: stati? – iJest). The lollipop one and the Intel Museum of me are notable examples, but there wasn’t really a huge amount of point in them.
Where this app shines is the way it uses the discovery element to the experience to sandwich the important messages in. Now we’re used to the paradigm of immersive Facebook applications we’re prepared to read through them to see what the app is going to throw at us next.
It was a long time coming, but seeing open graph used in the right way, to send the right message is something that I’m a huge fan of. Nice one!
P.S. Neoco actually got ‘Digital Campaign of the week in Third Sector
Tags: because i am a girl, digital campaign, Neoco, plan uk
