Working as the lead social strategist with HUGE, we built an integrated digital initiative that would create a new platform allowing the average person an opportunity to submit an idea to receive grant money, ranging from $5000 to $250,000 for a worthy cause - and working in tandem with offline efforts such as TV, print, outdoor, college programs and retail display.
The social aspects created at launch were ahead of most other social platforms of the time including:
One click sign-in using Facebook Connect:
An alternative to a multi-step sign-up process, individuals can access the site through Facebook, taking advantage of their more than 500 million active users.
A visual indicator appears after each Refresh Project visitor has cast their allotted votes for the day, prompting them to broadcast their actions on Twitter and Facebook.
Twitter and YouTube widget integration:
Grant-seekers can promote their projects through a pre-populated Twitter message or an HTML widget to place on any personal blog or site, all of which make it easy to spread and promote their unique messages. We also allowed people to embed YouTube videos or their project pages.
An action-oriented Facebook application:
Facebook visitors can search for current ideas, see what their friends have chosen, vote for their favorite projects, and share them throughout the Facebook ecosystem.
Results: Over 3 billion earned media impressions, as well as nearly five million site registrations and 63 million votes. The number of Pepsi's Facebook fans has grown tenfold to over three million.