Media > Use of Mixed Media
VERB YELLOWBALL
ARC WORLDWIDE, Chicago / CENTERS FOR DISEASE CONTROL / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
VERB is a campaign dedicated to fighting youth obesity. We were challenged to create a movement. To get kids 9-13 active, then inspire them to spread play to other kids.We created the ultimate kid-friendly viral media vehicle.
We put 500,000 yellow balls into the world. Each carried a unique code and instructed kids to play with the ball, enter the code online, blog their story, pass their ball on, and track the ball’s journey.Our media launch strategy was to get the first balls released into the hands of the "right" kids who would help us start the movement. We focused on major metro areas — where trends begin.
Effectiveness
Kid response to and participation in VERB YELLOWBALL was amazing. The program created 148 million kid impressions and got over 5 million kids active. 21% of the balls were passed on. Nearly 17,000 blogs were received. One ball was passed 31 times while another ball traveled 39,940 miles.
Execution
Innovative launch media put the balls where kids would discover them on their own. We also made balls seem desirable and scarce — increasing the cool factor of getting one. Random Ball Drops: a few hundred balls were left in select parks/playgrounds. Direct Mail: balls sent unannounced to the homes of opinion-leading kids. Interactive Projections: placed in malls, movie theaters to tease YELLOWBALL’s arrival. Street Performers: gathered crowds, performed amazing YELLOWBALL tricks, then distributed a select few balls.
MediaStrategy
Our target discovered VERB YELLOWBALL unexpectedly, but at places that felt natural to their lives — from a spontaneous street performance outside their favorite skate shop to a mysterious projection while waiting to see a new movie. At every point, they felt like they were “in” on YELLOWBALL early. Which gave them badge status and increased the likelihood that they would pass the balls and spread the word.
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