The Quick Pitch

GAME4PAUl 2017

The Quick Pitch

ASK

To manage a digital campaign for Cody Walker and Reach Out Worldwide (R’s digital campaign to promote and raise $150,000 for Game4Paul 2017.

Challenge

With three weeks until the event, Cody needed help creating content and to engage with his largely inactive audience and raise as many donations as possible. On the day of the event, he also needed support moderating the livestreams and posting real-time updates.

INSIGHT

People when they feel that  their contribution can make a difference and will often follow the behavior of their peers.

target

Donors, volunteers, and cause-conscious people who have either previouslyengaged with a charity or are first-timers who wish to get involved. Gamers and fans of the The Fast and the Furious movie franchise are also included.

strategy

Inspire fans to join Cody and ROWW’s cause by making them a part of their “family”.

Jump To Creative

The DEEP DIVE

Game4Paul is a charity fundraiser organized in honor of Paul Walker, Cody’s late brother and the founder of Reach Out Worldwide. Proceeds from the donations go towards supporting ROWW’s disaster relief efforts worldwide.

Challenge

Game4Paul was entering its third year with its largest scale production and donation goal since its inception.  For the event to be successful, it needed to be promoted on social media as much as possible, which Cody unfortunately did not have the time to do himself.

Thanks to the larger production, the event would be streamed on three different platforms: Facebook Live, Twitch, and Mixr. As a result, Cody’s team needed help moderating the streams by engaging with viewers and providing minute-by-minute updates.

InsiGHT

People donate to the same causes as their peers and when they feel like their contribution can make a difference.

1. They connect to oneconcrete, identifiable story from the cause that they can relate back to their lives.
2. They’re influenced by their relationships with others who also participate in the cause. 
3. Goodwill is contagious;with gentle encouragement and seeing others give, people are four times more likely to donate.

OpPortunity

Most of the fans come from people who recognize Paul Walker’s work in the film franchise “The Fast and The Furious”. The message of the movies was to keep your family close and support them through thick and thin. Unlike other franchises, the actors have remained close in real life and embody the fictional family they’ve built over the years.

STRATEGY

Cody can recruit fans to his cause by engaging with them one-on-one as if they’re a part of his “family”.

By making Cody more approachable and responsive, we can boost brand affinity by making individuals feel like they’re heard and important, like a member of his family. As a result, the efficacy of our messaging will increase and so will our efforts in encouraging people to donate. 

THECREATIVE CONCEPT

Social Media Promo

 To kick off the campaign, I contracted a video editor to help us announce Game4Paul 2017s T-shirt design.

We experimented with an “always on” strategy on social media where I would engage, respond, and interact with as many fans as possible to show that Cody was listening. Our content ranged from family pictures and event announcements, to ROWW’s updates on their Puerto Rico deployment and our messaging centered on the themes of “family” and “goodwill”.

Lastly, to get our celebrity influencers and fans involved, I also designed a mobile-friendly event poster that included all the event details which could be shared online.

Xbox One S GiveawaY

Microsoft was Game4Paul’s official sponsor this year, giving Cody the space to host the event and even livestream it on their Mixr platform. They also prepared a special gift for the Walker family.

We raffled away the first Xbox One S on the market, which was custom designed based on Paul’s car in the first “The Fast and The Furious” movie. As an added bonus for the winner, Vin Diesel and the cast of “the Fast and The Furious” also signed it.

The press quickly caught on to this announcement, with sites such as Mashable and The Verge covering the event and giving us valuable attention.

Lastly, we received support from the official Xbox account on Twitter which shared our event poster. Aaron Greenberg, Microsoft’s Head of Marketing, also chimed in to show Cody and ROWW some love.

Reddit AMA

Since most of the fans know the Walker family from the “The Fast and The Furious” franchise, I organized a Reddit AMA (Ask Me Anything) on a popular movie discussion subreddit called r/movies. For a few hours, Cody and I answered as many questions as we could to promote the event.

Live Coverage

With the help of the two community managers I had brought on board, we monitored the livestreams, interacted with viewers, and provided real-time updates. To enhance the viewing experience, I also produced an exclusive behind-the-scenes Instagram story for people to tune in to.

THE RESULTS

Not only did we surpass our $150,000 total goal, but we also set records on Cody’s socials as well. In three weeks, we reached a combined total of 75.5 million people, increasing social impressions by 573%, and increased online coverage for Game4Paul by300%compared to the previous year.

TEAM:

Moshe Isaacian (Strategist, Social Producer, Graphic Designer)

Matthew Meadow (Community Manager)

Dakota Maysonet (Community Manager)