SK Innovation turns ad views into donations

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SK Innovation turns ad views into donations

SK Innovation is attempting to start a new trend in corporate social responsibility by directly connecting the number of views that online advertisements get with the value of its social contributions.

The oil refining and chemical arm of SK Group promised Thursday that it would donate money to society equal to double the number of views that its latest online public relations campaign ad gets. For instance, if the ad gets 20 million views, the company will contribute 40 million won ($36,400).

“We aim to expand online social networking platforms to an infrastructure for social contribution by letting our customers participate in our social contribution projects just by viewing our ad videos online,” the company said in a press release.

SK Innovation’s latest ad, dubbed “Big Picture of Innovation,” was made using a cymatics art technique. Cymatics is a way of visualizing sound waves passing through air, water or sand. As of Thursday, the video clip has attracted about 14.7 million views through major online platforms like YouTube and Facebook since its release in September, according to the oil refiner. The company will wait until the end of this month to see the final accumulated number of views on the video.

“Corporate PR campaigns must be able to deliver corporate value not only through the outcome but through the whole process,” said Lim Su-kil, head of SK Innovation’s PR office.


BY KIM JEE-HEE [kim.jeehee@joongang.co.kr]

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