Carole Nash approached us with a clear vision. They wanted to publicise CEO David Newman’s charity trek to the North Pole, in aid of two charities – BASIC and Riders for Health.
But the question was, how?
First, technicalities. We had to ensure David’s phone worked in -35 degrees and Foursquare recorded arctic coordinates. We even tethered the Android to a satellite, allowing David to not just check-in when he reached the North Pole – but post updates en route.
We needed to shout about this awe-inspiring mission too. Far and fast. Using content, PR and social platforms, we seamlessly saturated the market with YouTube videos, Flickr photos, iTunes podcasts and Foursquare location tracking. We even worked with US-based Foursquare to design an original badge – never unlocked, until now…
3,000 social shares and 1,500 unlocked North Pole badges later, the unique North Pole escapade gained vast exposure and captured the imagination of many minds – on and offline.
David’s mission attracted the attention of The Mirror, ABC News, Mashable, GigaOM, as well as over 200 influential blogs.
Needless to say, Carole Nash’s profile was more than lifted, and valuable cash for charity harvested – boosted by the £15,000 raised on the North Pole website.
Receiving a number of awards for our efforts was another pinnacle.