We’ve all been there — working hard and creating a campaign, project, program or tactic where everything is “golden” like the “Drive $marter Challenge 2008” consumer campaign on fuel efficiency. We exceeded goals, won awards, developed cutting-edge tactics, and created powerful partnerships with 19 nonprofit, governmental, trade association and for-profit entities to dramatically extend the campaign’s marketing, reach, budget, and credibility.
Then, reality intervened with the economic meltdown. Getting anywhere with the 2009 campaign was like slogging through quicksand. We ultimately had one-fifth the budget of the previous year, fewer funders, and high partner expectations.
To break through the clutter with fewer resources, we came up with creative, affordable tactics, including a fun video contest promoted primarily through digital and social media to boost Web site traffic, buzz, awareness, and build the audience among younger drivers.
Take a look at the top four humorous videos at http://drivesmarterchallenge.org/contest.
It proves that necessity and creativity is the mother of invention