Proximity Case study THE FOUR SQUARIAN CANDIDATE by Energy BBDO Chicago

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Industry Website
Media Case study
Market United States
Agency Energy BBDO Chicago
Creative Director Jonathan Linder
Art Director Francis Almeda
Released September 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: PROXIMITY
Date of First Appearance: Nov 1 2010
Entry URL:
Creative Lead: Kevin Lynch (Energy BBDO)
Creative Director: Jonathan Linder (Energy BBDO)
Senior Copywriter: Nate Gagnon (Energy BBDO)
Art Director: Francis Almeda (Energy BBDO)
Developer: Alina Gendal (Energy BBDO)
Tech Lead: Tim Janczewski (Energy BBDO)
Media placement: Website Launched - Online - November 1, 2010
Media placement: Public Relations Campaign - Local And National Print - September 30, 2010
Media placement: Public Relations Campaign - Local And National Broadcast - September 30, 2010
Media placement: Public Relations Campaign - Online Media - September 30, 2010

Describe the campaign/entry
When longtime Chicago mayor Richard Daley decided he wouldn’t run for re-election, it created a wide-open mayoral race for the first time in decades. Obviously, voter behavior had changed radically over the previous 20+ years, with social media playing an increasingly significant role in public elections. The opportunity was to continue evolving social media’s role by giving mayoral candidates the ability to showcase their modernity and relevance to younger, more tech-savvy voters. To do so, we created the Foursquarian Candidate, where you can “become mayor, then become mayor.” Candidates could check into a designated place on foursquare as often as they’d like up until our deadline. After that, whomever is the “mayor” of that location on foursquare would become the Foursquarian Candidate for the real-life mayoral race, and would win free campaign materials.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Foursquarian Candidate was not supported by paid media; instead, the program relied on generating earned media. So the campaign’s channels were carefully chosen to maximize attention for the campaign. Leading off the Foursquarian Candidate was an aggressive PR campaign which assured the effort tapped into existing media attention about the mayoral race. A website was built to highlight the leaderboard, offer program details, and amplify social media buzz about the program. A designated location on foursquare tracked all checkins. And a direct mail effort was created specifically for real-life mayoral candidates.

Give some idea of how successful this campaign/entry was with both client and consumer
The Foursquarian Candidate received significant coverage from major news media in Chicago and beyond, and the number of participating candidates exceeded the program’s goals by 104%. Candidate check-ins also far surpassed expectations, with leading candidates checking in an average of every 3 minutes on the weekend before the program’s deadline. What’s more, the Foursquarian Candidate even earned accolades from foursquare’s founder himself.