IF i DIE’, is a unique Facebook application that enables people to leave a message that will only be published after they die. Since nobody thinks they will die anytime soon, In order to encourage people to use this app, the brand had to remind them that death can catch them anywhere, anytime, and that they’d better leave a message before it was too late.
Using the API of popular location based services (foursquare, Gowalla..), combined with Twitter, ‘Facebook places’ and ‘Google Latest’, the brand was able to track thousands of check-ins worldwide. With this information they knew exactly where someone was in real time, and could communicate the message in person and that’s exactly what they did. They called thousands of people from all over the world to their place of check-in and asked to speak with that person, after he was called to the phone, they communicated the message in a personal way and reminded him that death can catch him anywhere, anytime.