Russian social network service Odnoklassniki & WWF have joined hands for a unique campaign where by the 404 error pages found on Odnoklassniki is used to raise awareness of species on the verge of extinction. WWF’s “Rare Page” campaign is aimed at raising awareness of the plight of endangered species in Russia like snow leopard, tiger, polar bear & others. Many companies use 404 error pages creatively to target the users. This is one of the first instances where a 404 error page is used a campaign.
A ’404 not found’ error message appears when a user tries to access a webpage that doesn’t exist, because the link is broken or is no longer used. When a user visits a 404 error page() they will see a campaign page with the message like
“This page doesn’t exist on Odnoklassniki. It is as rare as the polar bear in the wild. Currently there are only 20-25 thousand polar bears left, but their popular might decrease by 2/3 in 30 years.”