ADA Inspires Content Sharing to Boost Donations - Event Marketer

ADA Inspires Content Sharing to Boost Donations

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Brand: AMERICAN DIABETES ASSOCIATION
Agency: TAGKAST
Awards: EVENT TECHNOLOGY AWARDS — BEST OVERALL USE OF SOCIAL MEDIA (B-TO-B)
Year: 2014

Consumer endorsements on social media can have a huge impact on driving online action. So for its Saratoga Tour de Cure race event, the American Diabetes Association leveraged a social media strategy that allowed it to interact with attendees at the race and inspire them to share branded content—including photos and links—on their personal Facebook and Twitter networks to drive traffic to the ADA online donation site.

Professional photographers used Tagkast cameras connected to tablets pre-powered with their proprietary technology to promote real-time content sharing. Photographers snapped branded photos of event attendees, and then encouraged them to share the photos. The Tagkast user interface was optimized for content sharing to both Facebook and Twitter. Tagging instructions were overlaid on each photo to expedite the process, and an advanced caption entry appeared with a customized character count for each social platform. When patrons logged in on the mobile tablet to tag themselves in their branded photos, they were prompted to share additional link-based content in just one click. For this Tour De Cure activation, event attendees were also able to share content that drove visitors to online donation pages.

The ADA accumulated more than 2,700 photos and nearly 900 email addresses. The event resulted in 445 shared links on social media, prompting new consumer engagement.

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