THIE HILL COUNTRY RIDE FOR AIDS
The non-profit organization's board sought to increase online signups and donations by young progressives. SpandexSaves.org enabled users to celebrate spandex by posting and sharing spandexy images, videos and fashion forecasts of varying levels of outrageousness.
Users uploaded to and shared pics/video from the gallery via Facebook.
The site's SPANDEX FINDER offered sharable spandex fashion forecasts for Austin neighborhoods.
The hot, event-roving “Elastic Fantastics” volunteer group sent traffic to the site and generated awareness for the Ride. They handed out 80s-style "SpandexSaves.org" schwag and put SpandexSaves.org tags on bikes around town.
We got a city council member and the mayor of Austin, Lee Leffingwell, to pronounce a "Wear Spandex to Work Day."
My art director partner and I worked with our account team to create a 20-page social media playbook for the client. The playbook recommended Facebook and Twitter content topics of interest to current and potential riders: AIDS awareness, health and fitness, gay stuff, fun spandex fashion, and the ride itself. It also suggested tips on how to connect with people and how often to update profiles.
