With so many social media apps around we knew promoting IRL wasn’t going to be a walk in the park. It needed to stand out, it needed to be different, but that was a difficult task considering that IRL is a modernized version of something very traditional, a calendar.
As if to make matters worse, social media apps started to be accused of generating addiction among their customers to the apps. Harvard University released a study indicating that when people talk about themselves – which is very similar to what happens on social media - their brains’ pleasure centers are stimulated as much as by sex and food. And in a popular video that went viral, BuzzFeed was comparing Social Media to drugs.