Using Digital Marketing to Make a Wish Come True

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I am going to take a break from talking about mobile marketing and talk about this awesome news story that has popped up on different social media.  The Make-a-Wish Foundation has decided to grant a wish of 5 year old Miles who is battling leukemia. They are allowing Miles to be “batman” for the day and transforming San Francisco into Gotham City.  This Friday, Miles will travel through the city and complete different superhero tasks such as rescuing a damsel from being hit by a cable car, capturing the Riddler at the bank, and save Gotham City’s iconic mascot from the Penguin.  Finally, Miles will finish the day at City Hall where the Police Chief and Mayor of Gotham City will thank him for doing a good job. In this special circumstance, the Make-a-Wish Foundation made a rare move and invited the public to participate.

“This is one that we thought of as a great opportunity for people to share in the power of a wish so they can see how it affects not only the children and their families, but also the other people involved,” Jen Wilson, marketing and promotions manager for Make-a-Wish in San Francisco, told ABCNews.com. “It has a big impact on many people.”  

Little did they know they would get more than 7,000 people according to mashable to participate and make this dream come true for this sweet little boy.  Actors, artists, and photographers are calling Make-a-Wish wanting to be involved and help make a dream come true.

This news story pulls at the heart strings, but I also think it attests to the power of digital marketing.  How do you think people heard about this opportunity?  Through digital marketing, especially social media.  Make-a-Wish is harnessing the power of social media to promote their brand and cause.  Foursquare is allowing people to check-in to Gotham City on Friday, November 16.  Many Facebook pages have been set-up for batkid.  And, Make-a-Wish is working with Twitter to set up accounts for the different characters.  With the creation of hashtags for the event, people will be able to track the different events on social media.  Not only is this a dream come true for this little boy Miles, it is a huge opportunity for Make-a-Wish to build their brand and hopefully be able to make more dreams come true in the future.  I know I will be checking on Friday to see how his big day is going.

3 Responses to Using Digital Marketing to Make a Wish Come True

  1. Kaylee Reed December 10, 2013 at 2:02 pm #

    MEGAN! this is awesome! its so encouraging to see social media get something of importance trending! what a great way to utilize social media and digital marketing!
    Prayers for Miles!!

  2. Sarah Stites December 11, 2013 at 12:25 am #

    Talk about going the extra “mile”…this is so great! Although by this point I’m aware of social media’s power to leverage and connect, I’m so glad to see it being used to promote such a positive cause. Nice newsjacking and great insights.

  3. Wesley December 21, 2013 at 3:17 am #

    Megan, Great example of a brand using social media to allow their followers/fans to engage in a meaningful way. While we often hear about these heartwarming stories, it is exciting to see a brand allow people to become a part of that story using social media.

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