CRY – Race For Cry

The Objective

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

The Solution

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.

The Creative Route

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.

The Results

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