Skype has allocated some of the money from its $12 million marketing campaign for some dirty advertising directed towards social media big-hitters Twitter and Facebook.
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The general idea of the “It’s Time for Skype” campaign, which launched in the U.S. and U.K. Tuesday, is that Twitter and Facebook text-based communications turns people into isolated social media zombies, whereas Skype is the only way to stay human while you keep in touch online.
While some print ads, by San Francisco-based Pereira & O’Dell, take the cheesy route—spouting “When did LOL replace the sound of laughter?”—others are cattier and directly reference wall posts or 140 character-long messages.
Justine Cox, senior strategic planner-mobile at Pereira & O’Dell’s, told Ad Age that a separate digital campaign is set to launch April 19 that will take “the provocative nature down a notch or two.”
While Skype’s message is on point, the negative nature of the campaign is weird considering recent technological partnerships with the sites it is bashing.
Skype and Facebook joined forces to launch a seemingly amicable feature for video calling. Skype has also announced plans to create a “humoticon” Facebook app which will allow users to create emoticons based on their own faces.
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