Dentyne has just released their three minute Web site and the "Make Facetime" campaign. This campaign is designed to encourage people to get off of the internet and engage in personal interaction with other people. The Web site, www.ThreeMinuteWebsite.com , has a ticker that counts down three minutes exactly and then the site "shuts down." The site even gives you a one-minute warning, providing links to other portions of the site in case you didn't get to them in the allotted time. This shut down includes the loss of the functional components of the site, but give the viewer the options to send a "face time invite" to another person to "hang out", register for a contest, learn the flavors of Dentyne, or just leave. You cannot revisit the site for eight hours or until after midnight, whichever comes first. The two parts of the site that stops the clock is the ad portion, where you can view the commercials and the print ads and the part where you can learn about the flavors of Dentyne . My favorite part of the Web site is definitely the "Smiley Chamber of Doom." There you can watch the decimation of the emoticon or "smiley" in hilarious, albeit gruesome, ways.
In a time where social media and social networking are the main attractions of the day, why does Dentyne feel it's necessary to encourage/force viewers to get off of their computers? I think this is Dentyne's attempt at CSR or Corporae Social Responsibility. They are taking the position that the internet is good, in small doses, but human interaction is of greater importance. But what makes Dentyne the right company to advocate this? And what's in it for them? I need to take some marketing courses ASAP!