Spotlight on an Interactive Project
filed in clients, cool projects, portfolio, viral marketing on Mar.14, 2009
Last year I was a part of a great viral marketing project called Let Your Worries Go for Northwestern Mutual. I described the concept on one of my blogs in this post.
The project in short was a highly interactive online experience of people letting their worries go by selecting one of four ways: hot air balloon, submarine, rocket or my favorite a medieval catapult. By selecting worries people were casting votes for their “favorite” worry which was associated with a real world charity.
Yesterday Northwestern Mutual announced the result of the voting and distribution of $1,000,000 which was associated with this campaign:
Receiving more than 42,000 votes, the Northwestern Mutual Foundation will contribute $400,000 to the YMCA to support Healthy Kids Day programming across the country.
Additionally, Habitat for Humanity – New Orleans is receiving $250,000, Susan G. Komen for the Cure is receiving $200,000 and Feeding America is receiving $150,000. (source)
It was fun to be a part of this campaign project for Northwestern Mutual. I took part of it as an interactive manager while I was employed by Northwestern Mutual at that time.
A big part of this campaign was also a Facebook application which was developed. It was a “mini” version of the full version online experience.
We learned many valueable lessons during this campaing in viral online marketing. One of them was that a great interactive content will make to #1 of The Favourite Website Awards. We did get the highly desired S.O.T.D. ribbon from the FWA. Another top featured spot on the Reader’s Digest website. Tons of bloggers featured our interactive website and gave tons of positive reviews.
From time to time we will feature on this blog projects worth mentioning. We started with this one since I had a first hand experience with it.
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SDG
March 17th, 2009 on 8:52 pm
You should be very proud of your contribution to this project, Marek. It’s a clever concept (I also liked the print extension of it in national magazines)
March 21st, 2009 on 3:09 pm
Jeff, thanks for your kind comments. The creative and concept credits goes to Downtown Partners agency and the Northwestern Mutual marketing branding team. I was honored to be a part of that team!