I just found an interesting way of distribution to promote a blood donation campaign: torrents! It’s the first one I see using this kind of technology. The smart aspect of the campaign is the approach of finding functioning similarities between web technologies and real life needs like blood donation. It is the concept of « sharing what you have, as yourself may one day need help ».
Of course the campaign is not only based on a short film announced in the main review site and available to download free of charge, its combined with a micro site, trailers and social promotion.
Source: DigitalBuzz Blog