National Audubon Society Print BIRDING THE NET by Goodby Silverstein & Partners San Francisco

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Niklas Lilja, Joakim Borgström
Copywriter Sha Nguyen
Released November 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Co-Chairman: Jeff Goodby (Goodby Silverstein & Partners)
Creative Director: Joakim Borgstrom (Goodby Silverstein & Partners)
Creative Director: Niklas Lilja (Goodby Silverstein & Partners)
Senior Art Director: Patrick Knowlton (Goodby Silverstein & Partners)
Copywriter: Sha Nguyen (Goodby Silverstein & Partners)
Assistant Art Director: Sean Smith (Goodby Silverstein & Partners)
Director Of Broadcast Production: Cindy Fluitt (Goodby Silverstein & Partners)
Director Of Digital Production: Carey Head (Goodby Silverstein & Partners)
Senior Interactive Producer: Paige Kobert (Goodby Silverstein & Partners)
Senior Communication Strategist: Alison Feigen                                             (Goodby Silverstein & Partners)
Account Director: Kathryn Krischer                            (Goodby Silverstein & Partners)
Senior Brand Strategy Director: Molly Cabe (Goodby Silverstein & Partners)
Social Media Copywriter: Sage Romano (Goodby Silverstein & Partners)
Associate Digital Marketing Strategist: Kacee Taylor (Goodby Silverstein & Partners)
User Experience Architect: James Taylor (Goodby Silverstein & Partners)
Production: Tim Pries (Goodby Silverstein & Partners)
Executive Producer: Michael Watts (Hook)
President: Jeff Oswalt (14four)
Owner: Matt Hoover (Matt Hoover)
Co-Founder And Chief Executive Officer: Pat Joseph (The Mill)
Media placement: Birding The Net Facebook Application - - 10 October 2011
Media placement: Birding The Net Twitter Pages - - 10 October 2011
Media placement: Birdhouse Scriptlet - 212 Site Hosted Scriptlets Generated - 10 October 2011
Media placement: Birding Screensaver - - 10 November 2011

Describe the objective of the promotion.
The National Audubon Society asked us to make bird watching (birding) relevant, even cool, for a new era. With membership falling behind population trends, Audubon needed to appeal to a new audience to maintain the health of their non-profit organisation. An added bonus would be adding friends, followers and potential members.

Bird watching is seen as tedious and outdated* so we needed a way to emphasise the fun, social and rewarding aspects of bird watching. We wanted to go beyond social media gaming and make the entire Internet a place to spot birds, using social media to engage and amplify.

*Agency Omnibus 2011

Describe how the promotion developed from concept to implementation.
BTN brought bird watching online by re-creating the pastime in the digital world. Audubon released thousands of beautiful 3D birds on the Internet for fledgling birders to spot, rewarding top players with prizes bridging digital and real-world behaviour: Audubon memberships, binoculars and a birding trip to the Galápagos.

The 4-week online bird watching expedition spanned over 800 websites and blogs, leading players on a progressively harder treasure hunt with social media platforms pointing the way (following our clue-giving guide birds on Twitter) and ranking players’ performance (the BTN Facebook app with an 'aviary' of birds you’d spotted).

Explain why the method of promotion was most relevant to the product or service.
To make bird watching' (the antithesis of our fast, digital, user-controlled culture) relevant to an audience used to instant gratification, we tapped into social behaviours and made a game out of the components of bird watching. This created immediacy, healthy competition and obsessive engagement around the promotion, repositioning bird watching as a contemporary, accessible activity.

BTN wasn’t just an'“innovative social media campaign' or an 'addictive online game'. The promotion turned the cold digital world into a resonant reminder of what we love about the natural world around us and introduced the next step: birding in the real world, off-line and outdoors.

Describe the success of the promotion with both client and consumer including some quantifiable results.
BTN was an engrossing promotion with exponential impact for Audubon.

•64,000 app visits with 15 minutes spent per visit
•76 in-app actions per player throughout the campaign
•50,000 published app actions, 1m impressions across news feeds
•212 sites hosted Bird Feeder scriptlet; 602,000 earned impressions

•+56% growth of Facebook community, 9x increase in new fans
•+13% growth of Twitter followers, 25x new daily followers
•+87% daily traffic to
•+52% in online donations
•25% of players signed up for a membership
•42% of players provided e-mail for fundraising