Athena® water was looking for a fresh new way to create brand awareness while helping to raise funds for cancer research on the eve of Breast Cancer Awareness month in 2014. When we heard that Amy Grant, an official Athena Warrior, would be releasing an exclusive new song for cancer survivors, “Welcome Yourself,” we immediately realized it could serve as the perfect springboard for an unforgettable fund-raising event – one that could go viral and reach millions with a little help from the attendees in Nashville. All the elements for a successful campaign were in place; we just needed a brilliant idea to bring it all together.
We set to work creating the concept for “Eat. Drink. Party Pink.,” a real-time social event where 300 lucky attendees would not only enjoy the live sounds of Amy Grant and Kellie Pickler but also share it with millions more all night long. Using the #PartyPink hashtag we created for the event, partygoers could donate $5 to the American Cancer Society® for every tweet and retweet sent that night. Thanks to our multiple online integrations across a full suite of event-related materials, the campaign reached nearly 4.5MM Twitter users while netting $25K in donations to the American Cancer Society and increased registrations on athenawater.com!
Collateral created for the event included an exclusive invitation, VIPink pass and swag bag design to set the festive mood for the event.
Mobile-responsive email inviting VIPs to the exclusive event.
The landing page where the email recipient resolved to RSVP to the event. It was mobile-responsive and included a video invite from Amy Grant and Kellie Pickler.
A music video for GRAMMY Award winner Amy Grant to promote the exclusive song, “Welcome Yourself,” which was specifically written to increase national awareness. The video was used online, as well as in pre-roll display advertising.
Accompanying banner ads were used for display, in standard iAB formats. This represents what it would have looked like on a radio station’s site with a page takeover.
Landing page for users who clicked on the display ads to download Amy Grant’s song. This drove additional exposure for breast cancer awareness and the Athena® brand.
A sponsored tweet – Twitter Card – was used to drive users to “click to tweet.” Each tweet, or retweet, engagement would help drive funds and the fight against breast cancer.
A mobile-responsive landing page where users resolved from the Twitter card. Provided mechanism to tweet and also real-time results for funds being raised.
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