FedEx's animated Enchanted Forest campaign fails to deliver

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Creepy. Just creepy
Creepy. Just creepy

FedEx's Facebook page guides users into the “Enchanted Forest” where they are asked to help save the environment by planting an imaginary tree.

Greeted by a group of fidgeting animals and creepy, anthropomorphic trees, users are instructed to plant a tree after which FedEx pledges to donate “on your behalf to the Arbor Day Foundation to help restoration efforts in areas affected by wildfire and drought.” The bubbly music and vivid cartoons make it obvious that the campaign targets children.

This is all fine and dandy except for the fact that Facebook explicitly states that no one under 13 should be using the site. It is unclear why FedEx wishes to reach out to kids in this campaign.

Are they seeing a sudden influx of customers from the toddler demographic? Or are they just trying to establish their brand early? Regardless, such a technique is likely better off for companies that provide services children can use.

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