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The Challenge
- Build-A-Bear Workshop, Inc. provides an interactive make-your-own stuffed animal retail-entertainment experience. The company is committed to improving the lives of children and families and giving Guests a voice to support causes that are important to them. To reinforce these core brand values Build-A-Bear Workshop engaged Guests of all ages both in store and online through a new movement – Love. Hugs. Peace.™ - which raises awareness and funds to positively impact the lives of children.
The Solution
- The Love. Hugs. Peace. movement combines the excitement of celebrity involvement, social media and user generated content. A variety of artists lent their musical talents to record unique versions of the song "Let's Talk About Love", the theme song for the Love. Hugs. Peace. movement, which provided a platform for Build-A-Bear Workshop to inspire and empower others. Build-A-Bear Workshop Guests may visit a store or buildabear.com® to make a $1 donation to Save the Children® and receive a unique code to download the song, sung first by David Archuleta. The movement is highlighted on buildabear.com where Guests can learn more and engage by pledging to make a difference, sharing with friends and downloading the song. Guests could also get involved in the movement by uploading a video submission for the "Let's Talk About Love" Singing Contest.
- Marden-Kane created a custom COPPA (Children’s Online Privacy Protection Act) compliant user generated video microsite for the "Let's Talk About Love" Singing Contest with all the necessary parental consent gateways, since many Guests are under 13 years old. The singing contest encouraged Guests to share their vocal talents by offering $20,000 U.S. in prizes including the Grand Prize of $10,000 U.S. and a professional recording session of the song to be released in stores and at buildabear.com to the one Guest determined as the Grand Prize winner by a panel of celebrity judges. Guests participated in the contest by submitting a video audition online at buildabear.com or buildabearville.com®, where the contest microsite was housed, and by casting a vote online for their favorite semifinalist video.
- Advertising and promotion of the contest appeared online and at retail stores. Online efforts included home page placement, Build-A-Bear Workshop Facebook, Twitter and You Tube group pages and on multiple blogs.
The Results
- COPPA compliance was achieved by parental consent through email streams for entrants or by gathering no personally identifying information for votes.
- Fans of Build-A-Bear Workshop spread the word virally through their personal Facebook, Twitter and You Tube networks. Fans of celebrity, David Archuleta, amplified the volume of posts by blogging the progress of the contest and posting updates on their sites.
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