Hot on the heels of our recent story about Aherk!, the app that encourages users to complete tasks by threatening to publish embarrassing photos to their Facebook wall, we got word of yet another online tool involving a form of self-blackmail. Rather than focusing on productivity, however, the Virtual Fridge Lock aims to help users stick to their diets. Its method? Send an alert to their social networks when the fridge is opened late at night. Ad agency JWT São Paulo created the Virtual Fridge Lock for Meta Real, a client that offers what it calls “an eating reeducation program.” The magnetic device — which is distributed to Meta Real customers when they sign on with the program — attaches to the side of the refrigerator. Then, every time the fridge is opened late at night, the device sends an alert about the raid to the user’s social networks, effectively telling all his or her friends about the transgression. The video below explains the premise in more detail: In recent weeks we’ve also seen a gym app that imposes financial penalties on those who don’t stick with their exercise plans. How could your brand use negative reinforcement to help consumers do the right thing? Spotted by: Regina Gauer

15th May 2012

Email: ezra.geld@jwt.com

Website: www.jwt.com/brasil