According to Marketing Daily, the brand secured rights from John Lennon's estate to use his name on the news flavor and in honor of Lennon and Ono's famous Bed-In for Peace, B&J promoted the site launch with its own peace-themed bed-in, held in New York City's Times Square. Individuals who are leaders in promoting peace through community-based and other efforts, were the "bed-sitters" during that promotion.
The social media site allows fans of the brand to upload their "messages of peace" including photos and images which will contribute to a large mosaic of a peace symbol. A link for sharing the site with friends is provided. (The mosaic was developed by the always clever social media company, Vitrue).
While, I applaud B&J's continued environmental and global efforts; from reducing their eco-print to Fair Trade certification and non-profit franchise job training, I gotta say, this site falls a little flat for me. The mosaic is cool to be sure; it's fun to see all the photos and the messages range from goofy to touching. But, this is supposed to be a social site. Where is the social part? Where is the community? Where is the active participation? In essence, it's nothing more than a fancy bulletin board. It seems to me B&J could have created the kind of social community where brand-fans share information about global events, environmental trends, activities of cultural unity. This site could be a means to develop real world gatherings, protests, community actions. Instead, it's just a sort of Flickr focused on one topic.
I'm sure B&J will continue to receive messages and images; I just wish they had seized the opportunity to create something a bit larger and more inclusive; something that truly fostered direct conversation and community.
So far only about 1,000 people have submitted their photos and messages. I'd love to see their numbers grow because I personally support this brand. But, I'm afraid without more to do on the site, there just isn't much of a draw.
Jennifer A. Jones