“Digital Deaths” Do Little to Stave Off Disease

4 12 2010

Several celebrities, active in the Twitterverse, signed on for the “Digital Death” campaign- in which they would signoff until fans coughed up some cash for the “Keep A Child Alive” organization.

Beginning December 1, World Aids Day, Twitter and Facebook favorites Lady Gaga, Ryan Seacrest, Kim Kardashian and Justin Timberlake would “[sacrifice] their digital lives to help save millions of real lives affected by HIV/AIDS in Africa and India.”

The website set up for this stunt, www.buylife.org, promises that “when $1,000,000 is reached, everyone will be back online and tweeting in no time.”

Promotional images of singer Alicia Keys and TV personality Ryan Seacrest for "Digital Death" campaign.

Dylan Stableford, of The Wrap, points out several flaws in this marketing scheme; “organizers put a $10 minimum on donations. Alicia Keys or Lady Gaga fans might be willing to part with a cup of coffee, but not what it would cost to download their next album on iTunes” and “keeping the celebrities off Twitter and Facebook during the donation process, the campaign is losing an enormous amount of social media marketing” from the celeb supporters themselves!

Stableford reports that as of Thursday afternoon a mere $165,835 was raised out of the desired $1,000,000.

The LA Times online is conducting a reader poll– so far 76% of participants find the campaign to be “emotional blackmail.”

Child star Danny Bonaduce had an interesting perspective on the project:
“. . . Didn’t Ryan Seacrest just sign a contract for $60 million? Do I really need Lady Gaga to tell me about her meat dress, and until she does, I have to give money? How about if these three get together and just put up $333,000 each and take care of the million bucks on their own since the American public pays their salary in the first place?”




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