We were hired to build national awareness and engagement around Chevrolet’s sizeable funding donation of the new MLK memorial in Washington, D.C. We concepted a national “Table of Brotherhood” tour that would gather social and political influencers along with community members to have a public discourse about Martin Luthor King’s legacy. We then created a mobile + social amplification plan for Chevy’s MLK Table of Brotherhood tour, transforming terrestrial events into a mass-reach cross platform engagement program.
Activating the Events
We develop the overarching social engagement plan for the Table of Brotherhood events that would turn event attendees into catalysts for larger conversation.
It started with establishing social Calls-to-Action to drive interaction on Twitter, Foursquare and Instagram. We knew that social media activity at the event would create amplification to attendees own spheres of influence.
We hosted a live social media conversation during the event to turn audience members into participants via web and live display, and drive wider community exposure.
We also built a Table of Brotherhood Android application that empowered audiences sign the table themselves and received a digital keepsake that they could share with their own networks.
Hundreds of messages were shared during the live events, and an estimated 40% of people chose to sign and save their own Tables of Brotherhood, helping to instigate a national dialogue about MLK’s legacy.