We’ve recently been involved in a fantastic initiative with Cancer Research UK (CRUK), where the creative harnessing of ThingLink, Facebook and Spotify has helped the UK’s largest charity to deliver a truly engaging, image-based competition to help raise money for ‘Race for Life’.
Race for Life is the largest women-only fundraising event in the UK – where women of all ages and fitness levels come together to walk, jog or run to help beat cancer. Working in partnership with Sony BMG, they’ve released a compilation of energetic, feel good hits designed to provide the soundtrack to a participant’s training regime. To support the release we helped them create a Facebook competition tab, where we located a puzzle illustration with 10 song titles hidden inside – can you spot them?
The competition was promoted to the 232,000 fans on the page – who were asked to submit their answers to an email address on the tab. The competition received hundreds of entries. Once the competition was closed – we used ThingLink technology to turn the static image into one embedded with Spotify Rich Media Tags, so the competition answers would be revealed when anyone scrolled over it to reveal the 10 hotspots.
Alone the picture competition works as a great piece of buzz promotion for the record, but with the Spotify Rich Media Tags embedded it provides deeper engagement and a ‘try before you buy’ experience of the soundtrack.
You can check it out live on the page here.
This initiative is a really strong example of how new technology can be used in creative, combinative ways and utilized to deliver effective, powerful fundraising and engagement campaigns such as this one.