Page 115 - Visual Marketing
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Why It Works concept stunt with a digital billboard allowed “[us to] stay in touch with
and the power of social media is what people and create a personal con-
“The campaign is experiential, inter- engaged viewers and ultimately per- nection between us and them during
active and involves social media in a suaded donors to get involved. the five days.”
major way,” explained Herndon. With
a webcam and a couple of laptops, Community First Initiative partners Heil told USA Today that money has
they blogged and tweeted as their
image flickered 50 feet above on with local schools to provide special- been harder to come by because of
a billboard along Interstate 65 and
streamed online via the Forkout.org ized mentoring services for students. the struggling economy. They needed
website. Forkout.org is the charitable
offspring of Redwall Live, an experien- Even though the outdoor campout to do something different to capture
tial marketing firm. They used social
media to spread the news of the in the cold was unconventional, the attention of potential donors. “It’s
event and garnered attention from
local press and from viewers online the attention-getting stunt actually worth doing whatever it takes to raise
throughout the world. By living out
this stunt and constantly communicat- reinforces the core mission of CFI money,” he added.
ing via Twitter, Facebook, and their
blogs, Heil and Herndon created an of engaging the local community
urgency that encouraged people to
donate. They created nine-minute to work together in the growth and Success Metrics
webisodes that people could watch
online as well as “a day in the life” development of the next generation. • The Forkout for CFI raised $18,000.
videos. People could drive by and see Heil said that the interactive event • The campaign garnered great press
the van and the digital images on the
billboard. The combination of a live Takeaway Tip coverage for CFI in local
news, blogs, and an article
Create a sense of urgency with a live daring published in USA Today.
stunt. Combine it with the power of social media • An estimated online
(blogging and sharing the experience on social
media sites) along with a roadside billboard audience of 150 to
to attract attention. The end result: You draw 1,500 tuned in each
people into an “experience,” and your message day during the event.
takes on deeper meaning and leads to action. A total of 175 donors
contributed to the
fund-raiser.
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