Good Idea #001 - Watch for a Cause

I’m not a digital native. When I was a kid and we watched TV, on this big thing that looked like a piece of wood furniture, we HAD to watch the commercials. No choice, no Tivo, skip, or forward. And as a result, I have various corporate messages emblazoned into my brain, like “where’s the beef?” or “my bologna has a first name…”

We’re not living in that world anymore, and I have two kids who I’d call not only digital natives, but app natives. Every screen is touchable, every ad is skipable. So what’s a brand to do? Gamify it, of course. When my kids play their game apps (oh gee I sound so old), they earn points or unlock levels in their game by watching the ad. Makes sense! The consumer has a choice, and is given something of value in exchange for receiving the brand message.

Then I met Amy Williams at SXSWi 2019 at a luncheon event called Change Agents Connect.

I listened to her talk about her new business, Good-loop, and learned why she was inspired to make a big change in the digital advertising space:

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What a good idea! She saw a way to shift a portion of all the money spent on buying our attention online to a good cause. In exchange for watching an ad, you get to choose which cause to donate to:

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Shout out to you Amy! Thanks for having this good idea, and then taking big action with it!

Tina Schweiger