On Monday 25 the viral campaign started: writing on the blackboard of all the faculties in Pisa appeared, they were like anagrams of #SOME like SO ME#, SMO#E, EMOS#. Immediately the fact started to be discussed, photos were posted on the social networks and people started chatting on the meaning of such writings. The day after new writings appeared: thing, awe, three, Cr, two, chromo, hand, etc… actually piece of words missing SOME. At launch time a series of post its invaded the city, they have the following writings on them: Do you like SOMEone?; Creativity is UNIPI chromo#SOME, People @UNIPI are awe#SOME.
One of the social channels that have helped to spread the #SOME “virus” was the Facebook page “Spotted: UNIPI”, a real bulletin board of the University of Pisa, which includes more than 14,000 active users.
Here are some moments of #SOME viral campaign.
Snapshots of various moments of the campaign.
The campaign also had its real component. Starting, as said, by the words on university slates, it then continued with the distribution of small slips of paper containing the same words, still keeping the mystery behind these “messages”. Wednesday, March 28 the first turn. Hundreds of wooden clothespins with the words “I LOVE #SOME! Twitt me and clip me again!” appeared attached to the clothing of unsuspecting passers-by.
At the same time we have made and posted on Fablab Youtube channel (www.fablabpisa.org/youtube) four 30-second videos that simply reported to concepts related to the word #SOME video and a cryptic but always slightly more explanatory. The video jingle jingle which became the official # SOME was created by Andrea Bertolini www.andreabertolinidj.com exclusively for the FabLab Pisa.
The turning point was the manifestation that the campaign was strictly connected with the FabLab Pisa, primarily through the creation and publication of a new videos with the plainest addressed to the website of the FabLab Pisa. The videos finally directed the users towards our website, that received 2179 accesses in one day. Similarly, the official Facebook page of Pisa Fab Lab has grown from a few dozen to more than 4700 users achieved. Here are some statistics.
Fablab Pisa website stats
FabLab Pisa official Facebook Page Stats
At the same time, more than 70 people from all over the world have sent and released over the internet photos of themselves that reported the message “I love # SOME”, contributing even more to create curiosity among other unsuspecting users.
The last step was the invitation to attend the presentation of the mysterious object set for Saturday, April 30 at GreenTech Festival of Pisa. To do this, the intense viral campaign through the major social networks, was accompanied by more than 4000 flyers inviting people to participate. Dozens of photos have documented both the initiative that the actual web.