If you’re an avid Facebook user you’ve probably noticed that your friends have been changing their profile pictures this last week for photos of celebrities; celebrities that they believe they look like. The reason for this is the viral campaign for ‘Celebrity Doppelganger Week’. The Facebook campaign fan page was created requesting that users of Facebook swapped their profile photos for their celebrity lookalikes, before posting this message into their status update:
“It’s Doppelgänger week on Facebook; change your profile picture to someone famous (actor, musician, athlete, etc.) you have been told you look like. After you update your profile with your twin or switched at birth photo then cut/paste this to your status.”
The success of the page has spread, not only taking it viral, but alerting news and media to its existence. The viral has received coverage from a variety of websites, including The Guardian, but nobody seems to know quite why the campaign was created, or to what end.
Even My Heritage has become involved, creating a new website to help you find out who your celebrity lookalike is.
The important thing to remember about this is that the page isn’t obviously advertising anything and isn’t trying to be too slick. It has been well crafted and has been used by Facebook members all over the world – much like the recent campaign ‘against’ maritalaffair.co.uk. Viral marketing is a difficult beast to tame and doesn’t follow the general rules of advertising, but doing it correctly can earn you the sort of coverage that money just can’t buy.
Who is your celebrity lookalike, and you have changed your Facebook profile picture to reflect this?