The local subsidiary of search engine giant Yahoo! has launched a new social campaign geared at sparking the creative juices of younger Filipino internet users.

Yahoo! said it is positioning its “The Project Purple” to raise public awareness by starting a ripple effect of creativity and innovation using the color purple, which also serves as the company’s main color theme.

CASTING A WIDER NET

Yahoo! Philippines chief Joselito Añonuevo said the campaign is open to all people who have access to the internet, in a country where internet penetration rates are on the rise.

“Of course, we may no longer have the power to control the effect of this campaign. But this campaign is trying to have a wholesome effect on Filipinos who plan to use the color purple in their individual initiatives,” he said.

Cris Concepcion, Head of Sales and Business Operations of Yahoo! Philippines, explains how the extent of this project depends on the interest of Filipinos to create, to innovate, and to influence each other.

“It’s all up to them (Filipinos) on how they will relate the color Purple to their lives and personal interests; like the Philippine Flag, if you come to think of it, the colours blue and red will become purple when combined,” he said.

CAMPAIGN LAUNCH

Yahoo! has already fired the opening salvo of the campaign by initiating a web based contest called ‘Purple Hunt’ that kicks off June 2 and will last up to June 25.

The game will require users to log on to Yahoo! and find clues that will lead them to more clues in certain places and establishments. Winners stand to receive jazzed up prizes ranging from Krispy Kreme doughnuts, cellular phones, cameras, laptops, and a Honda Jazz car.