An oldie but goodie! Inspired by the brand sharing slogan, “The World Could Use a Little More Red Vines.” An interactive experience that would aggregate social media posts to demonstrate the collective power of sharing. The "World of Sharing" visualized user-generated content by turning positive messages into pieces of licorice that join together and form a giant virtual chain of Red Vines that wraps around the world.
Part data visualization, part social media initiative, the World of Sharing used Google Maps to simulate the interconnected licorice vine's journey around the earth. Facebook Connect and Twitter tie-ins encouraged users to share their messages with friends, inviting them to join in and add their own messages to help “Grow the Vine.” As the chain grew, circumnavigating the globe, prizes were continually awarded to participants with a finale prize–a trip around the world.
+130,000 Facebook Fans (overtaking Twizzlers)
Client reported sales growth and positive brand conversion
Role: Direction, Design, UX
Agency: Dentsu America LA, 2012