Yellow: Whos your sad facebook friend?

The challenge for Mc Cann Erickson Israel:Creating awareness to the new product line and getting people to experience it through the online campaign. The idea:Taking contextual advertising to the next level: we segmented not through websites or content, but for the first time, through the emotional status of our target audience.We chose to use Facebook ,the largest social network in the world, as the platform for our campaign.The execution We created a Facebook application that offers sending a “cheer up gift” to your sad friends.How?After installing the application, it scanns all of your friends’ status in order to find “sad” behavior–depressions statuses such as “I’m depressed”, “I’m bored”, sad pictures etc’.The unique algorithm which was created especially for the application graded the “sadness” level of your friends and found your saddest friend. But finding him is not enough - we wanted to cheer him up that finding your saddest friends 2 things happened: The saddest friends got a notification on Facebook and also a cellular coupon for receiving one of thenew Yellow Fun To Go products for free - Something from Yellow to cheer him up.