SEE O3 RUN
NON-PROFIT + PRO-CREATIVE = TWISTED ANKLE
See O3 Run was our way of raising money and awareness for a non-profit partner of ours, Back on My Feet, while trying to have a little fun in the process. Back on My Feet is a non-profit organization in Philadelphia, Baltimore and DC that encourages the homeless to get back on their feet through running. Their main event each year is the 20 in 24 race, held along Kelly Drive in Philadelphia. Two members of O3 World, Keith Scandone and Michael Gadsby, entered the race as part of a relay. And those two members battled through 5 grueling competitions leading up to the race. Only one man was left standing. Literally actually, considering one nearly broke his ankle.
THE SHOWDOWN
The concept was to drive awareness for the non-profit organization…but ultimately, the plan was to shamelessly pander for donations that would go towards Back on My Feet. We wanted to not only develop challenges between us that were competitive, but also wanted to make them entertaining. And if our ridiculous outfits weren't entertaining enough, watching two out of shape, very prideful business partner's duel each week on video certainly was. So, we first developed the challenges, with some favoring the brute strength of Gadsby, (like our boxing match), and others favoring the more nimble Scandone, (like our flag football match).
THE INTERNET OLYMPICS
Our approach in developing the site was to create something simple and functional yet stylish. We added in a video player that pulled videos from You Tube and displayed them on the site. And we integrated our Twitter feeds, which automatically pulled our comments as we posted them through Twitter. The site showcased the players, their background, the score, donation links to support them, video and Twitter feeds, all without the need to scroll, making everything easy to access. We shot the video, edited it, wrote copy for the intro, added and edited the music, essentially creating a mini movie for each challenge.
CROSSING THE FINISH LINE
Once we developed the idea, we used social media to push the concept aggressively through our network on Twitter and Facebook. In the process we picked up a lot more followers and received lots of props, “That's great work. Love that there's a big concept/event behind the creative and how you're utilizing social, “ and “this website is fantastic!” We even got a mention on the blog Phawker, with the headline, “How to make Helping the Homeless Cool.” And most importantly, we rose close to $1,500 in only about a month's worth of time. The campaign was so well received that we have submitted it to award shows for consideration, are going to run it again next year, and are going to be creating the functionality for other participants in the 20 in 24 race to utilize the same platform to generate interest and donations. Oh and by the way, Scandone snagged the trophy, got the girl and took bragging rights back to the office. Ok, so he just took bragging rights.