Usa Today Promo, Case study #AMERICAWANTS

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Industry Newspapers
Media Promo & PR, Case study
Market United States
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: USA TODAY
Product/Service: NEWSPAPER
Date of First Appearance: Apr 13 2010 12:00AM
Entrant Company: USA TODAY, McLean, USA
Entry URL:
Manager/Social Media Strategist: Alexandra Nicholson (USA Today)
Senior Vice President Marketing: Susan Lavington (USA Today)
Director Digital Marketing: Wendy Matney (USA Today)
Manager Social Media & Digital Partnerships: Brian Dresher (USA Today)
Senior Director Brand Marketing: Mary Ann Cristiano (USA Today)
Project Manager Brand Marketing: Nicole Pearo (USA Today)
President: Patricia Wilson (Brand Cottage)
Media placement: Twitter Campaign - "Kindness" Blog - 13 April 2010

Results and Effectiveness
The #AmericaWants hashtag campaign generated over 60,000 tweets for more than 500 charities in four days, reaching 67 million Twitter followers. Over the course of the campaign, “#AmericaWants” and “USA TODAY” were in the Top 10 trending topics three times on Twitter. The recipient of the most tweets was To Write Love on Her Arms (TWLOHA), a non-profit movement dedicated to presenting hope and finding help for those struggling with depression, addiction, self-injury and suicide. Showcasing the diversity of the campaign, second place went to People for the Ethical Treatment of Animals (PETA) with TeensMad4Rawanda placing third.

Creative Execution
Over the course of four days (April 13 – April 16, 2010), #AmericaWants encouraged the country to tweet which charity they thought was most deserving of receiving a full-page, full-colour advertisement in USA TODAY, valued at $189,400. Participants were asked to tweet the charity of their choice, and the charity that received the most #AmericaWants tweets and retweets would be awarded the complimentary advertisement. Eligible non-profit organisations were encouraged to tweet out their own messages and get fans and followers to retweet. Celebrities also got involved and tweeted for their favorite charity, including among others: Pamela Anderson, Perez Hilton, Pink, Alyssa Milano, Jamie Oliver, Eva Longoria, Josh Groban, Willie Nelson and Taylor Lautner. Even the founder of Twitter, Jack Dorsey, participated and tweeted his support.

Insights, Strategy & the Idea
On April 13, 2010, USA TODAY launched a Twitter hashtag campaign called #AmericaWants. Geared towards philanthropic organisations, the campaign gave organisations a chance to use social media to receive a complimentary full-page, full-colour advertisement in USA TODAY. The hashtag campaign was promoted across numerous social media sites by USA TODAY and various participating organisations. Full details for the hashtag campaign were available on USA TODAY’s “Kindness” blog, at the URL #Americawants was the social media extension of an aggressive brand campaign launched by USA TODAY in March 2010. The brand campaign, “What America Wants,” highlights USA TODAY’s unique connection with the American experience and how its readers engage with products across all media platforms.