Disney and Make-A-Wish Foundation have been partners for quite some time. Over the years, they have provided many wishes to those who are unable to live out their dreams. In their latest project together called, Share Your Ears, they planned on raising up to a cap of $1 million dollars. Volunteers for this campaign would have to post a picture through social media, and for each post Disney pledged a $5 dollar donation to the foundation. With the use of social media outlets like Twitter, Facebook, and Instagram, the project gained traction much faster than it would without these sources. Due to the overwhelming response of people all over the world, Disney decided to double the cap to $2 million dollars. The success of this project has allowed Disney to carry out its 100,000th wish, and they continue to look forward to other projects that globally joins the hearts of many for a great cause.
Here's a short video that describes the project in more detail:
Great post. I think Disney did an awesome job not only engaging users with their brand, but more importantly with the Make-A-Wish Foundation. They brought volunteers from all over the country together and garnered support for a great cause and still managed to incorporate their branding into the campaign as well. They increased their social media presence effectively with this project.
ReplyDeleteThis is such an inspiring post! I love to see when social media can be used for more than just another selfie pic. Disney certainly has taken the opportunity to make dreams come true for so many families and they clearly have chosen an amazing foundation as a partner (Make-A-Wish). These two companies have used social media to go above and beyond to lift the spirits of those who need it so deeply.
ReplyDeleteThe Make a Wish foundation is a great organization. This campaign not only helped disney advertise its brands, but also provided advertising and funding for Make A Wish. Interactive campaigns such as this one or the ALS ice bucket challenge campaign show just the tip of the iceberg. With advancements in social media we can expect to see ideas that we have never imagined before.
ReplyDeleteI absolutely love this post! I got the privilege for working at Children's Healthcare of Atlanta this summer and seeing how social media work with nonprofit organizations has been extremely successful! Social media fundraising is such a great way to interact with consumers in a positive way. Disney and Make-a-Wish teaming together to create co-marketing platform created a greater awareness and presence among their target audience members.
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