The day social media vanished up its own arse

Yourvine rewards young people for completing brand challenges

21-year-old entrepreneur Callum Negus Fancey is to launch a new brand advocacy platform — Yourvine — that invites young people to complete a series of challenges in order to receive rewards from their favourite brands.

Really?

We have this incredible communication platform available to us, one that enables people to connect across continents, across timezones, across the globe, an the only thing that Callum Negus Fancey can think to do with it is to ask: “What should I buy next?”

For example, Yourvine is working with Bestival for the launch pilot. The first level challenge is to share a favourite song on Twitter using a dedicated hashtag.

Because the one thing that Twitter really needs right now is even more spam.

This “brand advocacy platform” deserves to sink into a pit of its own vile consumerism. I fear that it won’t.

2 thoughts on “The day social media vanished up its own arse

  1. Paul,

    We believe that advocacy helps people make more informed decisions about the purchases they make. Traditional advertising messages come directly from brands and are broadcast to the population regardless of whether individuals are actually interested in the products and services being offered.

    In contrast, advocacy functions on the basis that people share their experiences of brands with their friends, helping people to make informed decisions, based on information from someone they trust. Yourvine is intended to help people make the right purchases, from brands that are suited to them rather than simply buying more.

    We also believe that the increased connectivity between consumers, facilitated by the internet has changed the dynamic between brand and consumer – today’s consumer is all powerful. Greater sharing of consumer experience makes brands more accountable for their actions.

    As a result advocacy benefits brands with strong principals, brands that behave responsibly, sustainably, transparently and offer their consumers authentic experiences because those are the brands that people respect and the brands that will benefit from personal recommendations.

    Our mission statement is “to help brands grow, by doing more for their consumers and the world they inhabit”. We’re glad that you think our platform has potential.

    The Yourvine Team

    Like

  2. We believe that advocacy helps people make more informed decisions about the purchases they make. Traditional advertising messages come directly from brands and are broadcast to the population regardless of whether individuals are actually interested in the products and services being offered. Advertising only ever has the interest of the brand at heart, never the consumer.

    Advocacy functions on the basis that people share their love of, and experiences of, brands with their friends because they like them. People make better choices when they are based on information from someone they trust.

    Yourvine is intended to help people make the right choices about brands that are suited to them. We believe that greater sharing of the consumer experience makes brands more accountable for their actions.

    As a result, advocacy benefits brands with strong principals, brands that behave responsibly, sustainably, transparently and offer their consumers authentic experiences because those are the brands that people respect and the brands that will benefit from personal recommendations.

    Callum

    Like

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