Social media can be a useful tool to bring awareness to a cause. If you’re not already convinced of this, take a look at that campaign to save a library. The city of Troy, Michigan wanted to raise a small tax in order to fund the library. Unfortunately, a group against the proposition led an intense campaign against it. The conversation quickly started to focus on the tax increase instead of the need to save the small library.
Even though the necessary revenues could be raised through a miniscule tax increase, powerful anti-tax groups in the area were organized against it. A vote was scheduled amongst the city’s residents, to shut the library or accept the tax increase, and Leo Burnett Detroit decided to support the library by creating a reverse psychology campaign.
Leo Burnett decided to apply reverse psychology to help the library. They’ve created an amazing cross-channel campaign promoting a book burning party. The debate and the online conversations on Facebook and Twitter immediately focused on books again. After gaining the attention of several media, Leo Burnett revealed their real intention. A wonderful example of cross-channel campaign using social media.
