Shorty Awards for Social Good: #SFBatKid
The #SFBatKid campaign was the winner of the 6th annual Shorty Awards in the categories of social good, small agency, and twitter campaigns.
The goal of the campaign was to make the dreams of five-year-old cancer fighter Miles come true. The Greater Bay Area Make-A-Wish Foundation and the Clever Girls Collective teamed up to transform San Francisco into Gotham so that Miles could spend a day as Batman’s sidekick, exploring the city, completing tasks and defeating bad guys. They rescued someone secured to train tracks, stopped a robbery, saved the Giants mascot, and were presented a key to the city. The campaign used social media to report the story. The companies created a social media plan some weeks before the day of the event and coordinated with media outlets to monitor social activity. They created a twitter account for the campaign, knowing that such an unique story would gain attention, and that people would want a direct link to additional information. On the day of the event, they had a team travel with Miles in order to take photographs and report updates. The campaign was worth a Shorty Award because it was a story that made waves on the social web. It received tons of support online, ranging from high-profile celebrities to Obama. Thousands of people came out to cheer for Miles. People sent encouragement through Twitter, Instagram and Facebook, with the story garnering up to 1.7 billion social impressions.
