Who is Driving Who?

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Who is Driving Who?
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Who is driving Who
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Web 2.0
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Coke Campaign Directed, Do this campaigning
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Iceland Whales Pledge
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Defending our Oceans
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IGO/Defending the Whales
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Green my Apple
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Apple Users in the drivers seat
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Email to take the message to Jobs
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Tagging and Social Networking sites
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Technorati to reflect the buzz
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Desktop viral Hug your Mac
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Video E-card on YouTube to publicize the
campaign
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Banners and bugs to make the campaign easier to
promote
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Perpetual Beta Feedback site for suggested
improvements
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Creative Commons content for remix
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Results (March 2007)

• 470,000 Google references
• 4,070 Blog entries
• 50,000 letters to Steve Jobs
• 1,000,000 Unique Visits
• 10,000 newsletter signups
• Dell We challenge the Electronics industry to
  adopt a 100 takeback policy worldwide

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Result
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Who is driving Who NGOs are driving and
enabling individual activism
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Who is driving who?Individual activism is
changing the way NGOs campaign
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Vonnegut and Global Warming
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