When Seacoast Bank expressed a desire to sponsor Making Strides Against Breast Cancer for the second year in a row, we began exploring ideas that would add value to their sponsorship and those attending the events.
An American Cancer Society initiative for more than two decades, Making Strides Against Breast Cancer has united communities in the fight against this deadly disease and funded breakthrough research, 24/7 support for breast cancer patients, and access to lifesaving screenings. Today, Making Strides is the largest network of breast cancer events in the nation.
We began by creating a dedicated landing page on the Seacoast Bank website to describe the initiative, the meaning behind Seacoast Bank’s sponsorship, and details on the campaign we had created.
The purpose of the UGC (user-generated content) and social media engagement campaign was to have people follow the itinerary of the iconic larger-than-life inflatable, The BIG Pink Chair, and snap their best pictures on the chair while using hashtags such as #BigPinkChairPic and #SeacoastCares. The top picture would become Seacoast Bank’s Facebook Cover Image for the entire month of November, further extending awareness beyond October.
Each event location was geofenced through Snapchat’s custom geofilter tool so that attendees could use the filter of their preference when snapping their shot. Additionally, we provided instructions on how the snaps could be saved to their phone and repurposed on Instagram using the same hashtags.
Live video streaming of the event was also coordinated by the WGNR Studio and social media marketing teams.
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