Ask.com Recognition Program Promotes Internet Safety - Event Marketer

Ask.com Recognition Program Promotes Internet Safety

DB_Gold_Askdotcom_2010 Ex
Brand: ASK.COM
Agency: TAYLOR
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2010

To generate awareness among families and schools about its Safe Search Schools Internet safety program, which rewarded students and schools that embraced the program, ask.com leveraged its NASCAR sponsorship to reach a wider audience in Atlanta, Dallas, Richmond, VA, and Charlotte, NC. It also partnered with Web Wise Kids, a national non-profit organization dedicated to youth Internet safety.

Lesson plans were developed to foster dialogue about Internet safety among teachers, students and parents. To enter the recognition program, students created an Internet-safety lesson to educate their peers. A blue ribbon panel judged the entries and rewarded one school in each market with $10,000 for technology improvements. Ask.com-sponsored NASCAR driver and former champ Bobby Labonte drove the student with the winning lesson plan to school.

The NASCAR tie-in propelled the brand and its message into the media, resulting in more than 75 million media impressions, including CNN “Headline News,” “Fox & Friends” and “Raceday” on the SPEED channel. The message was also spread on social media sites like Facebook and Twitter. Ask.com received an 11 percent bump in weekly website traffic during and after the program.

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