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Objectives:
Develop, coordinate and execute an experiential marketing activation to be in the Guinness Book of World Records for the most amount of organ donor sign-ups in an 8-hour period.
Elements:
Experiential activation with branded tent. Professional brand ambassadors approached and engaged students at the University of Illinois campus to educate students first about having the opportunity to become an Illinois organ and tissue donor and then speak about the initiative to be a part of the Guinness Book of World Records by making their commitment on that day.
Results:
Generated 10,000+ impressions from student traffic, distributed 4,000 t-shirts, and 2,500 wristbands in the process. Armed with a dedicated team and a whole lot of passion, ICE Factor demolished the previous Guinness Book of World Records standing by almost 1,500 more sign-ups than the previous record. Old Record: 765. New Record: 2,262
Client Impression:
Timing : Annual Program
Client : GIFT OF HOPE
Market : Illinois
Experience : Strategy & Campaign Development, Tours, Guerrilla, Mobile