Our national parks work culminated with the centennial of the National Park Service. For this leg of the campaign, we needed to spread the word about the 100th anniversary while still driving home the diversity of the parks. Basically we threw a summer-long 100th birthday party and invited all of the parks and all Americans to help celebrate.
We had started with one small production budget for the Service, Foundation, and Centennial sub-campaigns, and if you watch the film we made for the Foundation, you'll see where it all went. We knew we'd have to get resourceful when it came time to make the centennial pieces.
Our social engagement program was a UGC contest that invited anyone to share their national parks experience in any form they chose--a photo, video, song, poem, or painting--by posting it with the hashtag #findyourpark. All the content lived on findyourpark.com.
We promoted the contest with our celebrity centennial ambassadors. Chosen for their social followings, the five of them together reached multiple key segments within tour target. We filmed each of them as they led us on a national park experience that was particularly meaningful for them, and pushed those videos out through their channels as well as the parks' own to promote the contest. Other celebrities, like actor Joseph Gordon Levitt and First Lady Michelle Obama lent their influence, too.
The entries were narrowed down to 100 finalists, and we put it to a public vote to see which five winners would get the package of experiences and prizes donated by our corporate sponsors.