Ray-Ban released its new interactive Tumblr page as part of its Campaign for Change where consumers can create authentic campaigns in an innovative and often comical way.
The Tumblr page serves as a responsive, public platform where users can virtually tear away layers of pre-generated, fake street posters to create new and shareable messages of their own. The page asks consumers, “What do you believe in?” and invites them to rip through Tumblr to uncover a unique message. Once users find an original message combination of their liking, they can share it through social media, encouraging friends and others to participate.
This inventive site promotes digital interaction between the brand and its consumers while, simultaneously, showcasing creativity. By approaching the traditional make-a-change campaign in a new way, Ray-Ban highlights the coolness factor of its brand’s image and makes a connection with the imaginative and humorous side of their consumers.