Atados: Donate the Bars

 
Campaign Summary

Videos uploaded to YouTube that are captured while holding a smartphone vertically result in the appearance of two black bars on either side. Atados developed a campaign that encouraged users to donate the black bars around their vertically-filmed videos to NGOs. More than 50 NGOs participated in Donate the Bars, and the campaign generated more than 12 million impressions.

Insight, Strategy, and the Idea

When users upload vertical videos – videos captured while holding a smartphone vertically – to YouTube, the videos are surrounded by two black bars. Atados recognized that these useless black bars could turn into new media for good causes. The Donate the Bars campaign allowed users to donate the black bars around their vertical videos to a participating NGO of their choice.

Execution

Atados designed a platform where users could upload their own vertically-filmed videos to the Donate the Bars website, choose one of the NGOs that joined the project, and then upload the video to YouTube with a message for a good cause. The website launched in English, Portuguese and Spanish and featured an area for NGOs to participate.

Results

The Donate the Bars campaign resulted in:

  • More than 615,000 donated hours
  • 12.3 million impressions
  • $1.2 billion in earned media

More than 50 participating NGOs


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