Fanscape, TMA’s social media practice, recently developed an activation piece for the Wells Fargo World Golf Championship sponsorship to bring it to a national level through social channels and cause-related marketing.
The Fanscape team created a plan to elevate the existing “Reading Above Par” program and facilitated a partnership with First Book, a non-profit agency that gives books to children in need, to create a virtual book drive.
Fanscape built the application on the Wells Fargo Facebook page, which serves as the hub of the campaign. Users are able to re-connect with the books they grew up reading and share them virtually via Facebook and Twitter. Then they can make a donation to First Book directly within the application.
To promote the book drive, Fanscape is executing an integrated mix of paid social ads, blogger outreach, and on-site activation through live tweeting and on-site signage.
Please visit the Wells Fargo Facebook page to share a book virtually through Facebook or Twitter!