The Challenge: Party City created a partnership tie with the Taste of the NFL to raise money for the non-profit group for future benefit to the food bank, Feeding America. The task was to build awareness socially for the brand. It was important to make sure that the promotion not come across as inauthentic, “cheesy” or shed an unfavorable light on either Party City or the Taste of the NFL.
The Idea: I created a social promotion campaign wrapped around the hashtag, #tacklehunger. For every re=tweet containing the hashtag, Party City agreed to donate $1.00 to the Taste of the NFL.
The Execution: We worked with Party City to activate an in-store drive nationally, but the most important part of the campaign was driving immediate buzz with a very small budget. Using Facebook and Twitter, I was able to ignite a veritable firestorm of activity.
Over a 7 day period my team worked Twitter with content and user outreach to drive over 125,000 tweets, re-tweets, likes, and comments. A great deal of the buzz was started with the creation of compelling posts that got the ball rolling. Once we were able to get NFL players, reality show actors, musicians and even Shaq himself to re-tweet about the promotion, we knew we had a success.
I stand behind every promotion I create and activate and as such, I felt honored to kick this one off with a tweet to my followers. And the rest, as they say, is history! Here is a sample of the voluminous amount of activity driven by this promotion.
— Barry Cunningham (@barrycunningham) January 26, 2013
— SHAQ (@SHAQ) January 27, 2013
The Results: As you hear in the video, we were able to raise over $125,000.00 for the Taste of the NFL and simultaneously create millions of positive impressions and sentiment for Party City.