The City of Atlanta is one of 18 cities trying to help bring the FIFA World Cup to the USA for 2018/2022. As of last week, the US pulled out of 2018, so all of the focus is now on winning the bid for 2022. To accomplish this goal, each city is reaching out to its community to get signatures for a petition that supports the USA Bid for the World Cup. On September 2, 2010, the USA Bid surpassed its goal of reaching 1 million signatures before the visit from the FIFA Inspection Delegation. The next step is to gain as many signatures as possible before December 2, the date that FIFA makes its announcement at 10 am.
The Atlanta Bid Committee approached c21 for help driving petition signatures through social media, specifically Facebook and Twitter. The committee had reached out to the community through more traditional marketing channels and wanted to expand the outreach in social media. c21 accepted the responsibility, pro bono, as a way of giving back to the Atlanta community. And, to be honest, we really wanted the World Cup to be in Atlanta.
So, the question was, how do we use social media to drive traffic to the petition and generate signatures?
Our team was able to draw on experience from our diverse portfolio of work to develop a 90-day plan and begin execution.
Here’s what we’ve done:
- Produced timely content for their existing social media accounts on Facebook and Twitter to drive engagement/interaction.
- Leveraged existing soccer events, like the Atlanta Cup, to run contests and promotions through social media channels in support of the Atlanta Bid.
- Reached out to influential persons like Atlanta Mayor Kasim Reed and organizations like the Atlanta Braves to help stimulate interest in the bid and motivate the community, and created original content for them to distribute via their social media channels.
- Managed a Facebook advertising campaign with a small budget to raise awareness and drive traffic to the online petition.
The campaign has proved successful so far and the numbers show it. We’ve increased the amount of Facebook fans by 25% and Twitter followers by 139% in a two-month period. But the work isn’t over because we have until December 1st to get as many signatures as possible. If you haven’t, please sign the petition, like us on Facebook, and follow us on Twitter.