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.

Target 

Donors, volunteers, and cause-conscious people who have either previously engaged 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.

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 one concrete, 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 Cody’s audience are fans of 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. 

Xbox One S GiveawaY

Microsoft was Game4Paul's official sponsor this year, providing Cody with their Microsoft Lounge space in West Los Angeles to host the event and to livestream it on their Mixr platform. They also prepared a special gift for the Walker family just for the event.

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.

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.