Yahoo Launches Online Marketing Campaign: Start Wearing Purple

Yahoo has launched an international brand marketing campaign titled "Start Wearing Purple". According to Yahoo 

Purple is the color of innovation and ingenuity. It’s fun and youthful, but also courageous and daring. It represents a spirit of individuality but also a sense of connectedness with others. For us, it represents the spirit of our company, our culture and our products –- Purple is Yahoo!.

The campaign is centered around the microsite Start Wearing Purple the microsite intends to celebrate not only Yahoo’s official color, but also “that unique, charmingly eccentric side of all of us". The microsite includes features like “Purple Picks” - a daily series of links to things which the Yahoo team has deemed Purple-worthy. There’s also a special Flickr Account celebrating all things purple. And over at Purple Pranks, you can watch a few bizarre setups led by Improv Everywhere’s Charlie Todd. Highlights include an elevator full of people singing a song about their favorite color whenever a stranger walks in.
The coolest component of the campaign is Purple Bikes. Yahoo has outfitted a fleet of 20 purple bicycles with solar powered cameras, GPS, and mobile Internet connectivity, which are now making their way across a dozen cities around the globe. The bikes will be taking (and automatically tagging) snapshots every sixty seconds, which chronicle each traveler’s journey on a special Flickr map.

The brand campaigns are usually tough to predict they will definitely generate buzz for Yahoo like the Microsoft Ad is doing for Microsoft but the actual positive effect on the brand is likely to be negligible.The aim of the campign seems to create a stream of passionate users who will follow the campaign on the site lets see if they succed in that. (via Yahooblog and Techcrunch)