YMCA

Case Study

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YMCA

The Challenge:

The Capital One Bank Dallas YMCA Turkey Trot is the largest Thanksgiving Day event of its kind in the country. Starting from humble beginnings 43 years ago at White Rock Lake, it has grown into the undisputed “Way to Begin Thanksgiving Day” for thousands of locals as well as those who travel to share the great event. For the 2011, Dallas YMCA and Capital One Bank approached the Marketing Zen Group to market the trot using social media and digital PR. The biggest challenge was that we had only 60 days to do so.

the strategy

Created and implemented a comprehensive social media campaign including social media advertising
Launched a full scale Digital PR campaign in order to get coverage for the trot
Created all the graphic and print designs- including the famous Tommy The Turkey

the results

Doubled the number of fans on the Facebook page

Garnered coverage in 41 blogs (within 60 days.)

Led to a record breaking number of people attending the trot, and the client winning a Guinness World Record for the highest number of individuals dressed up as turkeys on any given day.

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