The Freewheelin Social Media Campaign

feeding an eco-health revolution @ the conventions Greg Matthews Twitter: @ chimoose

Health & Obesity 1 Transportation & Economic 2 Environmental & Carbon Footprint 3 4 Social Networks & Emotional Connection A difficult situation | A simple solution Freewheelin is a philosophy that is deployed through bicycle sharing

i. buzz Photo by Net_Efekt. Flickr.com/photos/wheatfields/116810137

ii. community Photo by Kirk Kandle. Flickr.com/photos/kirkwrites/2911258216

iii. content Photo by Orin Optiglot. Flickr.com/photos/orinrobertjohn/409812627

Step 1: Build participation and anticipation Used Meetup.com to identify 8 biking groups in Denver representing over 1,000 cyclists – who are already using the internet to connect. Arranged group rides and word-of-mouth campaign Created a page on facebook; advertised it to people in Colorado and Minneapolis. Generated thousands of page views and ~1,500,000 ad impressions

Step 1, continued: Build participation and anticipation Reached out to bloggers who’ve covered us; arranged for them and their readers to meet up for a ride Created a micro-blog feed on Twitter; followed by 600+ biking enthusiasts. Sending several posts per day about Freewheelin

Step 2: Generate Content Content Brings Community; Community creates Content After registering, users are given a card encouraging them to share their freewheelin experience – in pictures, videos and stories When they return their bike, they’re directed to an “upload station” where they can plug in their digital camera or cameraphone and upload images and videos directly to the Freewheelin Community site. They’re given a free memory card reader imprinted with the Freewheelin Community logo so that they can continue to upload images throughout the convention.

Step 2, continued: Generate Content We had Humana volunteers armed with smart-phones cycling around the city and “seeding” content to generate interest All content was moderated in real time and then posted to our portals on YouTube and Flickr