Comic Relief taps social media campaign

The organisers behind this year's Red Nose Day have launched the charity's biggest ever assault designed to engage and communicate using social media tools. Comic Relief is running promotions on Bebo for a "Big Bebo Takeover", encouraging users to design a red homepage for the social networking site this coming Friday. The campaign features photos of participants' fundraising events, comments from supporters, a blog and celebrity video messages. The site for Walkers' WalkEars promotion, which is donating some crisps revenue to the charity, this week became the number one online charity and community destination, according to Hitwise, with a sizable portion of its traffic coming from Bebo. The BBC-backed has also taken its campaign to MySpace, encouraging people to embed a Red Nose Day game on their profile pages and boasting a range of celebrity "friends". Meanwhile, the official site allows fundraisers to create their own "space", a page detailing progress in their efforts to raise cash. The organisation has teamed up with moblogUK to invite people to post pictures and videos of their Red Nose Day events to a new moblog via an SMS short code, while a link-up with eBay invites fundraisers to auction items for the charity, with anything between 10% and 100% of their sale going to the charity. No responsibility can be taken for the content of external Internet sites.

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