Project Rational
The WWF have released their brief for D and AD 2015. The challenge this year is to inspire 14-24 year olds to not just become aware or donate but actually to take action and change their behaviour to benefit the planet.
The solution must make audiences aware that we all have an effect on the planet's health and it must appeal to the 'always on' generation with at least one digital format. The solution must not just engage people but inspire action.
The considerations to take into account include the reasoning as to why this generation doesn't get involved, what barriers and restraints are causing them to not make changes and take action, how to make the issue real to people as opposed to just a bunch of facts and figures whilst also educating people about the fragility of our wildlife and the balance that's required with different ecosystems.
But most importantly it must be done with a positive tone as opposed to the usual scare tactics the WWF employs. Every day conservation- let them know that small changes and small actions can make a big difference.
After meeting up with the group we discussed a few initial ideas and separated to research the potential of them. Our first idea is an eco related scavenger hunt, something engaging and fun with a positive tone of voice.
Our main inspiration for the tone of this campaign is 'Follow the Frog' by Rainforest Alliance.
Our main inspiration for the tone of this campaign is 'Follow the Frog' by Rainforest Alliance.
So I started looking into social media related scavenger hunts as a format for the final campaign.
Firstly I read through some guidelines for branded scavenger hunts and looked at potential platforms other than the obvious (facebook, twitter etc)
Basic
Keep it non gimmicky, make it easy to participate to reach the highest number of audiences; the goal should be clear and the words shouldn't alienate audiences.
Understand the audience thoroughly, make sure flexibility can be achieved and make it easy to share.
Rewards
Make the rewards many and seem easily attainable to get maximum people involved.
Use tiered structure for rewards. Make the prizes meaningful and share/news worthy, give prizes for more than just the end of the competition.
Support
Create buzz, get the timing right, make people interested before it starts.
Media support is crucial, promote on all avenues, TV, news, magazines as well as internet sites of all varieties.
Setup a digital scavenger hunt across all of your web properties. Ask your social media followers to assemble a pinterest board containing a specific set of images. The first person to assemble the board correctly, and to submit it to you, wins something fabulous.
Taco Bell Dollar Scavenger Hunt
To promote eleven new items on it's dollar cravings menu Taco Bell launched 'The Eleven Everlasting Dollars' campaign. The campaign consisted of releasing 11 dollar bills in 11 cities over 11 days with the serial numbers of the bills recorded and announced daily on Youtube. The promotion was annouced across all platforms of main social media (twitter, facebook, snapchat, vine and youtube).
Find Red
Google street view going to Toronto and M&Ms took the opportunity to hide red M&M's in various locations across the city where the street view camera would be able to view them. In Nov 2010, M&M's asked Canadians to 'find red' for a chance to win a red smart car. M&M released a promotion video to see how Red got sucked into google street view in the first place.
The search took place on the M&M website where people could browse through the streets of Toronto with google maps to find the missing M&M. Hints and clues were released over 4 weeks on the site, twitter and facebook. Further hints were embedded into QR codes on posters, barcodes on M&M packets turned into QR codes, and 4 square check ins from Red himself. They even hid clues in original youtube video. The result was an average of 19 mins time spent browsing, 4X the average, as well as 8.4 million PR impressions, 7 million QR poster views 225,000 twitter impressions. Despite the fact it the game could only be won by Canadians, people all around the world still played along.
Find Choo
Jimmy Choo organised a real-time treasure hunt around the city of London using Foursquare. Pairs of Jimmy Choo trainers 'checked in' at various locations across the city, people who managed to arrive at the location before the trainers left were able to pick a pair in the style and choosing of their choice. The spots the shoes checked in at were all high end and trendy locations suitable for their target market such as Lounge Lover, The Hummingbird Bakery and Mortons.
Mini's Mini Getaway
Hunt and catch a virtual mini in Stockholm in order to win a real mini countryman! People would find the virtual mini using their smartphone and an app that could be downloaded from mini's website. They then would track it down and could 'take it' once they got within 50 metres of the car. Then the game began, they would have to run and keep away from everyone else playing the game as anyone within 50 metres could take the virtual mini away. If one person still had the virtual mini in their possession after one week the car was theirs.
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