John St. has come up with a perfectly nice social media campaign to help get Future Shop shoppers into the holiday spirit.
Shoppers can sign up to The Nicer List, which will analyze their social media profiles to see how nice they’ve been to others. The List assigns a proprietary “niceness score” based on how many nice comments and actions the shopper’s performed recently on Facebook and Twitter, and encourages them to “get nicer” through activities like retweeting and liking others’ posts, adding holiday touches to their profile, and publicly taunting people who have lower nice scores (yes, that’s a real task).
A Nice-o-meter tracks average levels of niceness on social media, charting both individuals and regions. At press time, the Yukon was leading the country in niceness, and Andre Pham was in the top spot on the Nicerboard with a score of 395.2% (the maximum score is 1,000%).
To incentivize participation, Future Shop is offering over $50,000 in prizes. Two prizes of $10,000 Future Shop gift cards go to the nicest contestant and a randomly selected entrant. Shoppers can also participate in the weekly Nice Task for $500 gift cards – this week’s task is to film yourself caroling in front of Future Shop.
“Now, you actually have a reason to be nice for the holidays,” said Angus Tucker, executive creative director at John St., in a release. “Being nice finally is its own reward.”
Media Experts worked media buying for the campaign, Citizen Optimum handled PR, and Brad adapted the work for Quebec.
Upon signing up for the Nicer List, this enterprising reporter scored a 16.2%, and a rank of “Scrooge.” But I comforted myself with the fact that Canada’s “average niceness” score is only 10.84%. Time to go publicly taunt some friends.
