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Tag4Life Taps Into College Students’ Idealism To Support UNICEF

Tag4Life Taps Into College Students’ Idealism To Support UNICEF
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A mobile game of 'tag' for college students generates awareness for UNICEF supported projects.

Timothy Ryan, PSFK Labs
  • 9 march 2011

gigantic ny-tag4life-mobile tags-microsoft-unicef

MOBILE TAG GAME: TAG4LIFE

For many college students, life is an endless flow of frenetic energy that comes from a mix of new found freedom, idealism and self awareness.

Let’s tap this energy with a competitive game of tag.

Students find out about the game in their online communities, in shops and online stores, and from their friends. They support Unicef by purchasing a piece of jewelry that features a Microsoft Tag; it might be a necklace, a wristband or a belt buckle.

After purchasing students then register their own tag to start a game of ‘tag4life’ with friends. Each time a friend tags their jewelry, their tag score goes up.

The tagger receives a brief video by a celebrity or another young person. If they upload a video about their own feelings about poverty, health, and food, they get bonus tags. Accumulating tags is a source of glory and pride, but it also generates benefits for Unicef, from publicity to matching donations.

The tags add up, and up. Students can form teams and compete with others on their campus or at other campuses. They can hold tag tournaments. They can get local sponsors to sign on, or participate in an event sponsored by a Unicef corporate partner. The only limit is their imagination and energy.

PSFK’s Future of Mobile Tagging report presents key trends in the mobile tagging space, so as to inspire creative agencies about their future use of technologies that include QR codes, barcodes and Microsoft Tags in branding and communication campaigns. This document brings together both literal and lateral inspiration to provide a framework within which organizations can begin to contemplate the issues facing the U.S. Fund for UNICEF and their fundraising efforts.

To start this exciting conversation, PSFK challenged advertising and design agencies from around the world to react to the Future of Mobile Tagging report. They were tasked with developing concepts making use of Microsoft Tag to address one or more or the needs set forth by the U.S. Fund for UNICEF in a creative brief. The end result of this initial phase of ideation is a set of 10 standout concept programs, including the one described above.

Created by: Gigantic, New York
Team: Bernard Urban, Victoria Else, Alan Keane
Contact: Alan Keane, alan@gigantic360.com
More information: gigantic360.com

PSFK Presents: The Future of Mobile Tagging

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