CONCEPT:
Let’s Generate Heroes!
Let’s Generate Heroes!
The Hero Generator project is a social media edutainment campaign with the goal of showing Millenials that they are already - or shortly will be - in possession of abilities and skills they could use to help transform the world around them. The campaign invites youngsters to find out how they can become real-life heroes with a little effort. The Hero Generator will present them with the answer in an innovative way: We first ask for details about their interests, abilities, know-how etc. and use the information to generate a personalized video that explains the possible ways they could help in making the world a better place.
At the end of the video we will give our would-be-heroes three optional actions to start making good deeds:
Spread our message and share their video on social networks with the #LetsBeHeroes hashtag
Donate for a cause they previously chose
Get in touch with a recommended non-profit organization that would welcome their skills
Donate for a cause they previously chose
Get in touch with a recommended non-profit organization that would welcome their skills
Any option they choose can generate a social media share.
Recruiting Heroes
Our primary goal is to create a viral chain of social network updates, let it be users posting a fun video about their potential to change the world, donating for a good cause that’s close to their hearts or joining a charity organization where they can utilize their skills.
Of course we need to initiate our chain somehow, so we will promote the Hero Generator with display ads on meme generator sites and other internet venues where Millenials go for fun and light-hearted content (e.g.: BuzzFeed, 9GAG, Reddit etc.).
STRATEGY:
The Origin Story Of Our Future Heroes
We think that many of today’s youth could and would help, if only they would care to know what they could do, in between posting a meme and watching another kitten video. But why should we blame them for having fun?
If we want to educate them about their potentially transformative capabilities, we have to build on their love of fresh entertaining contents and their fear of missing out that drives them to go with the crowd and try anything that’s new and trending. If we are to gain their precious attention for our message, we have to pack it into something fun, that they’ve never seen before.
Your Friends Are The Best Storytellers
In our digitally connected world, distances are shrinking and the thick walls of privacy and intimacy are becoming paper thin. The eyes of Millenials are always attracted to their social media news feeds, looking for the latest entertainment, news from around the world, and of course recent stories from their friends. The rise of Web 2.0 services made opinions and recommendations from everyday people the most important indicator of product, service and marketing success. Just think about the popularity of social recommendation services such as Yelp!
