Neatly proving just how ineffective celebrity social media campaigns actually are, 18 A-listers sacrificed their “digital lives” for charity in 2010, vowing to stop updating their Twitter and Facebook feeds until their fans had donated a million dollars to the Keep A Child Alive campaign to help fight AIDS.
Kim Kardashian, Lady Gaga, Justin Timberlake, Alicia Keys and Usher were among those who took part – but after six days of celebrity silence donations were still under $300k.
As the celebs all had projects to push, but couldn’t very well tweet until their goal was matched, a billionaire donor had to be drafted in to pay off the remainder to let them get back to plugging themselves.
FYI: It would have cost the celebs’ combined 35 million followers at the time less than 3 cents each to clear the goal. |