#MarchforGiants was born in March 2017 with multiple national press articles promoting the campaign throughout the whole month of March with a PR value equated to 48 million readers.
#MarchforGiants is the world’s first real-time fully integrated dynamic DOOH campaign generated entirely by consumers and brands.
A tech first with a text and digital donation mechanic allowed individuals and brands to donate and so create their own customised virtual 3D elephant. Inscribed with a personal message or brand colours each elephant was born with an individual ‘Life Page’ microsite; demonstrating that each consumer donation safeguarded an elephant in the wild for one month and a brand donation protects a wild elephant from poachers for life.
Using live 3D technology the personalised elephants instantly joined the #MarchforGiants digital herd. Over 4 days in March, the 3000+ individual Elephants including brands MacLaren, The Independent and stars like Ricky Gervais and Mark Hamill marched across DOOH screens through the world’s busiest public spaces.
As the clock turned our herd marched across the globe, moving from Hong Kong to the US and throughout the UK; our herd was unstoppable.
The number of impressions alone totals 38 million organic twitter impressions, 18 million facebook, 3.8 million pinterest and business activated 2.5 million on Linkedin and counting. Why? Because the herd is still on the move, each elephants’ steps and location around the globe is in continual motion ready for March 2018 when the herd will grow again!
March For Giants September 22nd, 2017Neil McKenney