My Everest Challenge Wordcamp

MYEVERESTCHALLENGE.COM
A feel-good story about using WordPress for charity fund-raising

WHO AM I?
Digital Creative Director & Designer
French, moved to Dublin some 15 years ago
Background in Literature, History & Translation
Creative Director, Studio Manager and Designer, Cybercom
Digital Creative Director, Rothco (present)

THE BRIEF
Gavin Bate, founder of the Moving Mountains charity
5th attempt to climb Mount Everest in May 2009
Needed a digital campaign to raise awareness & funds
Donations used for projects in Nepal & Kenya
http://www.youtube.com/watch?v=n69yPQGcSJY

BACKGROUND INFO
Project as part of Cybercom’s 10 year anniversary celebrations & CSR
Short deadline meant limited resources (inc. dev)
Very rewarding to help with such an endeavour and all the stops pulled

THE STRATEGY
To allow people to follow his preparation and progress, climaxing the last3 days
To provide frequent updates across a max. of media types
To make the most of contacts & social networks to spread WOM

To use WordPress to deploy a site asap
CMS & advanced functionality (plug-ins)
Creating a hub where updates were fed in from all resources/profiles
Displaying donations, a link to justgiving.com and opportunities to sponsor camps

THE MAP
GPS real time Map – Using ‘Yellow Brick’ , embedded in website
The map automatically updated every hour for 7 weeks, then every 15 minutes
80% of site traffic throughout the last 36 hours

THE BLOG
Updated by satellite phone broadband
Above the death zone (28,000 ft), he used Gabcast, audio blog posts
Video was brought down to closest town for next-day DHL to Dublin

TWITTER
Fed into site
Site visitors encouraged to follow him and RT generated WOM
Media personalities & corp accounts on Twitter lead to live radio show satellite phone interviews including the George Hook show, the Ger & Claire 98FM breakfast show and the Radio Ulster ‘Good Morning Ulster” breakfast show

COMMUNITY
“Highest Tweet in the World” on Ebay was proposed by a follower after we asked for ideas. @AstroMike undertook the “1st tweets from Space” in the US space shuttle.
Within 48 hours the world’s media had picked up on the story via an initial article written in Brandrepublic and countless articles began appearing.
Bought by www.woolworths.co.uk for 10k
Feed from blog in main Ireland.com site + free online advertising, which resulted in over 116,000 additional views of the blog.

THE STORY
€105,479 raised for Moving Mountains for 2010 projects in Nepal & Kenya
Valve of Gavin’s oxygen mask froze 100m from summit, followed by a rapid and risky descent
http://www.gabcast.com/index.php?a=episodes&query=&b=play&id=28431&cast=140157&castPage=1&autoplay=true
Now home safe, planning 2010 summit bid

DMAs – Best use of Social Media
Nominations at APMCs : Government, Charity & Cause related; Social Media; Digital Media categories (results April 2010)
Now working on relaunch of adventrurealternative.com, Gavin’s responsible tourism business

FINAL THOUGHTS
Justgiving.com system was legacy and external
Total displayed on homepage was updated manually.
Plugin alternatives to consider: ammado.ie, paypla donations

THANKS
WWW.MRBOU.COM
HIMSELF@MRBOU.COM
@ALEXISBOUCKAERT

http://mrbou.com	30
http://www.mrbou.com	10

My Everest Challenge Wordcamp

by alexis bouckaert on Mar 07, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 40

Statistics

My Everest Challenge Wordcamp — Presentation Transcript