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URL: http://www.crayonlondon.com/showcase/btm/comicrelief/
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Key Industries:
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Charities
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Entertainment & Leisure
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Sport
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Telecommunications
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Key Sectors:
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Design & Build
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Social Media
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Usability
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BT/Comic Relief
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Brief
BT were sponsoring the Comic Relief Red Nose Day Climb where celebrities including Cheryl Cole and Chris Moyles were going to climb Mount Kilamanjaro.
It was a very high profile campaign with lots of PR, sponsored speaking clock, radio programmes and both the BBC and Comic Relief played a major role.
Crayon were appointed to build the website where donations were collected linked in to social media activity.
Strategy/Execution
We realised the celebrities were key in raising the profile of the campaign. Initially the agents were retiscent about using them as part of the site but we won them round! We made as much use of them as possible and designed a site that put them at the forefront. We also designed the site so that we provided daily updates of the celebrities’ progress as they climbed Mount Kilimanjaro and allowed users to post messages of support, publicise the site on social networking sites and donate. We also built functionality that allowed BT to promote different initiatives linked to the campaign internally.
Results
In 4 weeks, we generated over £300,000 for the charity.
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