Delivered at the 2013 Vocus conference, this presentation explores how Make-A-Wish used online, social, mobile, and cloud platforms on the world's largest stage to change the face of brand storytelling and drive real-time media relations.

1. Petri Darby, APR
Director of MarComm & Digital Strategy
Make-A-Wish® America
pdarby@wish.org / @darbyDarnit
Brand Storytelling
&
The New Media Relations

2. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
DISCLAIMER

3. The Old
Way
Petri Darby - @darbyDARNIT
Give!
Give!
Give!
Give!
Give!
Give!
Give!
Third-Person
Storytelling
Brand Storytelling & The New Media Relations

4. Hundreds of Thousands of Stories & Voices
Petri Darby - @darbyDARNIT
Brand Storytelling & The New Media Relations

5. Petri Darby - @darbyDARNIT
Short-Term Web Changes
Share Your
Story
Video
Curated Blogs & News
Social Login, Sharing
& Activity Feed
Brand Storytelling & The New Media Relations

6. Petri Darby - @darbyDARNIT
Short-Term Web Changes
Symbolic/Incremental Giving
Social Sharing
Reaction Buttons
Brand Storytelling & The New Media Relations

7. Petri Darby - @darbyDARNIT
Short-Term Mobile Solution
Like
Social
Sharing
Social Connect
Brand Storytelling & The New Media Relations

8. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Early First-Person Storytelling
“My eyes lit up, my heart raced, and my jaw hurt from
smiling so big. I didn’t know if I wanted to cry, scream, or
just stand there in shock. Justin Bieber was walking
towards me.”
- Wish kid Kayla
“But it wasn’t the fabulous shoes, or the beautiful clothes
that Sarah got from the wish that mattered. What she
received from the wish is something nobody could ever put
a price on. It gave her her spirit back. And it gave me my
best friend back.”
– Skyla about her friend Sarah’s wish

9. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Early Tests of First-Person Storytelling Tools

10. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
DISCLAIMER

11. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Single Largest Wish-Granting Event - EVER
42 wish kids + family members
27 chapters
19 states
Some wish kids waited 3 years

12. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Storytelling Challenges

13. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Primary Storytelling Channels

14. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
The Dream of Real-Time Storytelling

15. Brand Storytelling & The New Media Relations
Petri Darby - @darbyDARNIT
Storytelling Tools

16. Petri Darby - @darbyDARNIT
Real-Time Storytelling in Action
Brand Storytelling & The New Media Relations

17. Petri Darby - @darbyDARNIT
Real-Time Storytelling in Action
Brand Storytelling & The New Media Relations

18. Petri Darby - @darbyDARNIT
User-Generated Content
Brand Storytelling & The New Media Relations
4,500+ photos/videos

19. Petri Darby - @darbyDARNIT
Content Drove Media Interest
Brand Storytelling & The New Media Relations

20. Petri Darby - @darbyDARNIT
Media Coverage
307 unique news clips
$300,000+ ad value w/out multiplier
Highlights
• National NBC Olympic Zone segment
• National CBS segment distributed to 200 stations
• Hearst media segment distributed to 28 markets
• Dozens of local NBC broadcast and online stories
• 2 placements on NBCNews.com
• USAToday.com video piece
User generated content featured in nearly every piece
Brand Storytelling & The New Media Relations

21. Petri Darby - @darbyDARNIT
Media Coverage
Brand Storytelling & The New Media Relations

22. Petri Darby - @darbyDARNIT
Secondary Storytelling Channels
Extended Media Reach
Brand Storytelling & The New Media Relations

23. Petri Darby - @darbyDARNIT
Video
Brand Storytelling & The New Media Relations

24. Petri Darby - @darbyDARNIT
Brand Storytelling & The New Media Relations
The New Make-A-Wish Web Environment

25. Petri Darby - @darbyDARNIT
Next Up:
Make-A-Wish Branded Storytelling App
Brand Storytelling & The New Media Relations

26. Petri Darby • Director of Marketing, Communications & Digital Strategy• pdarby@wish.org
FINAL DISCLAIMER
Brand Storytelling & The New Media Relations

27. Petri Darby • Director of Marketing, Communications & Digital Strategy• pdarby@wish.org
Brand Storytelling & The New Media Relations
Thank You!