EXPERIENTIAL MARKETING CASE STUDY | COLLEGE MARKETING

Hyperlocal Marketing ICE Factor Marketing

GIFT OF HOPE ORGAN AND TISSUE DONOR NETWORK


Market: Illinois

Timing: August 26, 2012
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

Other:
ICE Factor has been working with Gift of Hope since 2010. Each year, ICE Factor develops, coordinates, and executes experiential marketing campaigns at a variety of locations throughout Illinois for Gift of Hope. Our turnkey services for Gift of Hope have set the standard for engagement and registrations within the brand, Donate Life, and its community. ICE Factor’s successful training methods and engagement process has been so successful that ICE Factor now trains volunteers and employees for the Donate Life brand. Since working with Gift of Hope, ICE Factor is regularly contacted by the Donate Life brand to activate campaigns in multiple states.