Adsarchive » Promo , Case study » FORTHEHACK » PLEASEROBME.COM


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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Netherlands
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FORTHEHACK
Product/Service: SELF PROMOTION
Date of First Appearance: Feb 17 2010 12:00AM
Entry URL:
Developer/Concepter: Boy van Amstel (Forthehack)
Designer/Concepter: Barry Borsboom
Developer/Concepter: Frank Groeneveld
Media placement: Twitter - 3 Tweets - 17 February 2010

Results and Effectiveness
Results: - 1 Tweet per second mentioning #pleaserobme. - 1 million+ visitors in 3 days. - 500+ blogposts in 1 week (BBCWorld, Forbes, Economist, CNet, Time Magazine, Discovery News, TechCrunch, Mashable, ....) - 20+ TV shows covering PleaseRobMe (BBC, FOX News, Associated Press, …) - Mentioned in US Congress hearing on privacy issue. - Guest blog post for the US Center for Democracy & Technology. - Invited for expert opinions in Web/Radio/TV shows. The media attention resulted in contact with multiple creative minds, capital-suppliers and agencies. We currently work with some of them on our next Hacks.

Creative Execution
Literally, bring the issue to people's front door... and even further. Make it tangible by using an everyday example! Use the power of knowing where people are (Foursquare) and the power of letting the world know (Twitter) to create the world's most useful tool... for robbers. We created and launched (, because nobody likes to get robbed. Suddenly an abstract term like 'Online Privacy' becomes as tangible as somebody stealing your stuff.. 'he goal of this website is to raise awareness on this issue and have people think about how they use services like Foursquare, Gowalla, Buzz, etc. All this site is, is a dressed up Twitter search page… The promotion of started with some Tweets and a Twitter bot that once in a while replied to some people sharing their location. From there, it spread virally.

Insights, Strategy & the Idea
-ForTheHack is a new concept and idea factory since january 1st , 2010. -Our playground is the social web. -Our objective was to create a global introduction for ForTheHack, establishing the brand as an idea factory combining creativity and execution power. -Our audience is creative minds looking for a launching platform for their ideas, and creative investors looking for investment opportunities. -The unique insight was that rather than talking about our abilities, we could better show them by creating a Hack with global viral reach. -For gaining attention we picked the hottest and most controversial issue in social media today: privacy vs location and launched showing the social media community the risks of over-sharing personal information online.