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Join the Fastlane

Editorial Director / Developer / Writer

A viral marketing campaign with the goal of educating people about the importance of an open Internet. It generated half a million page-views in a matter of days, drove thousands of FCC comment submissions, and was even the top post on Reddit for the week with 21.5k up-votes.

On May 15th, 2014, the FCC voted to approve changes to Net Neutrality that would continue to allow the existence of an Internet fastlane. This kicked off a comment period that allowed businesses and individuals to provide the FCC with their opinion on the proposed changes.

BitTorrent was passionate about protecting the open Internet. We built a “rapid response” campaign with the goal of educating people about the importance of an open Internet and encouraging individuals to contact the FCC with their concerns.

I worked with the Art Director to create a generic ISP company called “Fastlane”. The website gave viewers a look at what the future could look like if Net Neutrality did not exist. The Art Director designed it. I wrote the copy and built/launched the site.

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Twitter and Facebook handles were created to support the “Fastlane” persona. Fake billboards were put up in San Francisco. The site & billboards never mentioned BitTorrent.

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On June 9th, the site and billboards were changed to reflect our views.

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We also launched internetbetter.com.

It contained an open letter with BitTorrent’s stance on Net Neutrality, and why we believe the open Internet is worth fighting for.

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Within one week, we had already seen impressive results:
– 21.5k upvotes on Reddit (a top 10 post for the week).
– 400k pageviews in the first week (and over 1 million lifetime)
– 10.5MM impressions on Twitter
– 110.6k retweets
– FCC comment submissions went from 65k to 105k during the campaign period.

www.jointhefastlane.com

www.internetbetter.com