CRY - Race for CRY




Creating a viral campaign for CRY to generate donations by involving the consumer in an activity instead of just
asking for donations upfront



We created an interactive property that involved users through points they earned based on their donations and referrals. This helped in achieving both the objectives: viral marketing as well as donations.

The property was promoted through advertising on online media as well as mailers to the CRY database. It was
open to resident Indians as well as NRIs and hence promoted on relevant sites through IP targeting for both
audiences such as Sulekha, Rediff, Yahoo, TOI.



A virtual marathon was created & hosted on the URL raceforcry.org. Users could create their own avtars,
choosing their gender, sporting gear etc and using this online identity, participate in the virtual marathon. To move
ahead in the race, each participant had to gain points – either through referring friends or donating online on the CRY website. Users were incentivised to come back to the game to improve the scores, compete and win. Every week,
a mailer was sent to all participants updating them about their position in the race. The banner communication was devised to talk about child rights & running for a cause.



Rs 3.5 Lakh in online donations collected
50,000 unique visitors
5000 race participants
24,000 viral referral mails sent