Story by
Martin SFP Bryant
FounderMartin Bryant is founder of Big Revolution, where he helps tech companies refine their proposition and positioning, and develops high-qualit Martin Bryant is founder of Big Revolution, where he helps tech companies refine their proposition and positioning, and develops high-quality, compelling content for them. He previously served in several roles at TNW, including Editor-in-Chief. He left the company in April 2016 for pastures new.
When Facebook’s Timeline feature started rolling out worldwide, it was inevitable that we’d see people playing with the format creatively. The first example we’ve seen is this anti-drugs campaign promoting the Israel Anti-Drug Authority.
Using the Timeline of a fictional ‘Adam Barak’, this campaign compares photos of a year with drugs versus a year without.
Developed by agency McCann Digital Israel, this isn’t the most complex example of social media-based campaigning that we’ve seen, but it is certainly an eyecatching use of a feature many people are only just starting to get to grips with.
Timeline isn’t available for brands to utilise via Facebook Pages, meaning that this is a standard user profile and thus, presumably, technically a violation of the company’s rules against fake profiles. However, as a work of marketing creativity, it’s definitely noteworthy.
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