Social networks are no longer a mere sounding board for events: they have assumed a primary importance for its success. GMR Marketing España developed an awareness campaign called "The Pink Energy" for Energizer. Web 2.0 was the main responsible of its notoriety.
Santiago Del Hierro, GMR, explained: "We realized that the most important thing was to promote the campaign. We wanted to give a positive and energetic message. We wanted to reach an audience of young women".
Hence the idea of recording flashmobs, to make video bloggers talk about the disease and spread their message through Facebook, Twitter, YouTube and Flickr. In less than two weeks, the Facebook page has attracted more than 1,500 followers, and finally the campaign has had an impact in the national media.
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