OUGD601 - #JustDoIt Campaign - Social Media Fad Example

An example of the social media fad has been mocked up to further portray the concept of the campaign.  User created online distribution would be key to the success of the campaign. Statistics from similar viral fads have shown the potential of this technique; the consumers themselves become the distributors which is extremely reminiscent of Toffier’s (1980) portmanteau terminology, the ‘prosumer’ - ‘neither producers nor consumers in the usual sense’ (Toffler 1980 p.226). With the campaigns simplicity and its unlimited easy re-purposing possibilities, it instantly abides to Dawkins three principles of high survival rate amongst meme replicators: ‘longevity, fecundity, and copying-fidelity’ (Dawkins 1976 p.194).