Awards & Recognititon: Cannes Lions, Clio, Eurobest, Golden Drum, Euro Effie, Effie, Ad Age/Creativity Editor’s Pick, ByteStories (Data Creativity Awards of Publicis Groupe)
“Polarization of societies is one of the top risks of the decade. This is intensified by filter bubbles.”
World Economic Forum, Global Risks Report
Internet algorithms limit sharing. They show us only the views and opinions we already agreed with. This is called a Filter Bubble or Echo Chamber. As a brand that believes in sharing, Telekom could help audiences see each other’s perspectives. Using the data from YouTube, Facebook, Google and Facebook, we created the Vloggers’ Swap. This time the algorithms worked to bring the opposites together, instead of polarizing them.
USE OF DATA
Analyzing the data from YouTube demographics, Facebook interests and Google search patterns, we identified vloggers with audiences that had the least in common, in terms of consumed content, likes, interests, and opinions. Then for one day, we challenged them to swap lives.
Vloggers’ Swap received extensive coverage in the media.
FURTHER IMPACT ON THE POP CULTURE:
During the campaign, one of the vloggers, Rengle competed in the #1 TV show of the country: Romania’s Got Talent. With the help of Vloggers’ Swap, he received a huge support from the online community and won the show. He became the first openly gay celebrity in one of the most conservative countries in Europe.