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‘Digital Death’ Campaign = Bomb?


We’re sure Alicia Keys‘ intentions were good and we know it’s only been a couple of days, but the cash tallied up so far in the “Digital Death” campaign is leading many to already call the effort to raise money for the singer’s AIDS charity a bust. So far, just over $162,000 has been donated, well short of the $1 million goal.

If you need a refresher, the campaign created by TBWA\Chiat\Day NY centers around various celebs (and we use that term loosely for some) including Kim Kardashian, Elijah Wood, Justin Timberlake and Keys herself, who are depriving us of their precious tweets until we fork over money to help the charity reach the million-dollar mark. Vain much? Despite millions upon millions of combined followers, you’d think the goal would be reached rather quickly and effortlessly, but perhaps this proves that these stars aren’t very good appraisers when it comes to their own social network communique.

One commenter named “LB” on a Daily What thread may be clued in to why this isn’t working and sums it up best, saying, “They’ve got it backwards. They should continue updating their social network accounts UNTIL they reach $1 million in donations. Once they hit that goal, as a reward to the world, they should stop posting for a year. Even I would donate to that cause.”

EW.com notes that Stephen Colbert raised $500,000 on his own for Donors Choose just by promising Reddit users that he’d answer their questions if they donated (which he did).  The celebs should take a hint from the faux-pundit, but alas, they’re “dead.”

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