Viral der Swisscom auf
http://www.lost-in-val-sinestra.com
Eine großartige Viral-Marketing-Kampagne erobert zurzeit das Netz: Das individualisierbare Viral “Lost in Val Sinestra” der Swisscom.
Mit der Aktion möchte Swisscom TV seinen Video-On-Demand-Bereich pushen und macht den User zum Regisseur: Auf der Microsite www4.lost-in-val-sinestra.com kann jeder per Facebook Anknüpfung sich selbst und neun Freunde zu Hauptdarstellern eines 3-minütigen Horrorfilmtrailers machen. Die Freunde erscheinen mit Profilfoto als Anruferfoto auf einem Handy, in den Breaking News oder namentlich erwähnt auf einer Mailbox-Ansage. Alles sehr professionell umgesetzt – von der Videoproduktion bis zur technische Einbettung der Individualisierung. Klar, dass man das Video dann auch seinen Freunden zeigen möchte. Viralität … here we come!
Zusätzlich zur Microsite gibt es eine eigene Facebook-Seite sowie verschiedene Kinotrailer, die auf die Microsite aufmerksam machen:
Im Vorfeld weckte eine gute PR-Strategie das Interesse rund um das Schweizer Tal Val Sinestra mit seinem tatsächlich existierenden Kurhotel. Dort solle es spuken, heißt es beispielsweise auf 20 Minuten oder beobachter.ch: “Ein Gespenst geht um im Engadiner Kurhaus Val Sinestra”, sagt man. Und tatsächlich – eine Geisterjägerin wird in den langen Gängen der Bäderetage fündig: Ein untoter Belgier treibe da sein Unwesen.
Für die Microsite sowie die technische Umsetzung der Invididualisierung des Film zeichnet die Schweizer Agentur Hinderling Volkart verantwortlich. Gratulation zu dieser spukigen Kampagne!
Der eine Link geht nicht: http://www4.lost-in-val-sinestra.com/
Danke für den Hinweis! Ist schon geändert
Wirklich nett was da die Bernern Werbeagentur Contexta für die Swisscom gemacht hat. Hinderling/Volkart und Stories haben es auch wunderbar umgesetzt!
Swisscom Val Sinestra App seems a Trojan Horse
Amazing technology, but beware. To personalize the movie you must install an app in Facebook. Swisscom writes that this app collects and maintains personal information from your Facebook account such as your name, your friends names, email address and an ACCOUNT PASSWORD.
The data are collected on Swisscom servers in Switzerland and Germany, and possibly also in other countries.
In some cases, Swisscom may process personal information on behalf of a third party, such as advertising partners.
source: http://data.lost-in-val-sinestra.com/3/pdf/application-rtc.pdf
As for banks, Swiss privacy protection is very strict. In this case privacy protection seems no item, or nobody is alert ? We’re interested in your opinions.
Ironically, in The Netherlands last year the same type of movie-personalisation was used in a campaign from the Dutch Ministry of Justice, to raise awareness on the effects of providing personal information to the internet.
http://www.kongamsterdam.nl/ “stanislav strikes again”
10com is a new European initiative that wants to develop efficient rules on digital data flows
privacy lost in Val Sinestra
After the 10com blogposts, Swisscom changed the text in the privacy policy document. The phrase :”In some cases, we may process personal information on behalf of and according to the instructions of a third party, such as our advertising partners” for instance is deleted – but that won’t probably protect all people that installed the Lost in Val Sinestra app before the textchange per August 6th (over 64.000 as the rumour goes).
The notice in the text that Swisscom could collect Facebook Account passwords has been deleted, but the possibility still exists.
Swisscom promises “We will not use the provided data for any other purpose than this service.” but a few sentences later is written personal information can be used to the purpose of “Providing this service to users, including the display of customized content” and to develop new services.
the new text can be found here: http://data.lost-in-val-sinestra.com/4/pdf/application-rtc.pdf
Swisscom really takes the privacy of the users seriously. To address the raised concerns, the policy has been updated on the 6th of August.
Let me add a few comments, hope to clear a few things:
It was and it still is not possible to get the account information from facebook. The whole authentication process is handled by facebook itself (the popup window). Facebook would never allow this and for sure they know why. So your account data is absolutely safe.
Btw. did you know, there is not even a way to get your email address from facebook.
The new policy extended the rights of users. All users, also the ones before get the very same rights.
The data was never and will never be used for anything else than for the site itself (as stated in the policy and which is obviously needed for rendering the movie). Swisscom does absolutely have no intensions to use this data further. (As Swisscom is a local provider, information about people abroad wouldn’t really help anyway).
The only data that the app is allowed to access from Facebook is:
If you have any questions, feel free to contact us anytime at:
info@hinderlingvolkart.com
@swisscom, @agentur hinderling volkart
The 30 july privacy statement from Swisscom literally wrote:
“When you install our app on Facebook, we may receive from Facebook or ask you for personal information (such as your name, email address and an account password). (…) We may combine the information you submit under your account with information from other services or third parties (…) The app collects and maintains information about your account, which includes your name and your friends names, gender and profile picture.”
Author of this PDF-document: Michael Hinderling.
When Swisscom acts the way as described in the blogpost, why wasn’t this written in the privacy policy ?
To your notes “so your account data is absolutely safe.” and “did you know, there is not even a way to get your email address from facebook.” we get a bit worried. Digital data Facebook collects has been exchanged with other companies:
http://online.wsj.com/article/SB10001424052748704513104575256701215465596.html
Your note Swisscom is a local provider and information from people “abroad” wouldn’t help wonders. Swisscom TV provides “TV wann und wo sie wollen” via internet – we don’t know about any local barriers here. When Swisscom wasn’t interested in digital data from people abroad they would block IP-adresses outside Switzerland. Having masses of useless data stored on Swisscom servers would have been too expensive.
One of our people will contact you over email to see if we can mean something for your agency / Swisscom. It looks like there is some unawareness in the field of digital data flows.
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