In 2005, Crisis simply offered traditional Christmas puddings in exchange for a donation. In 2006 they decided to repeat the exercise, but wanted to build their profile and create a bigger response.
But how do you make a homelessness charity cool and sell traditional Christmas puddings at the same time?
Our answer was to create Pudstock, a multi media campaign that was designed to sell puddings, promote a competition to win tickets, as well as drawing attention to Crisis and its work and so recruit new donors to its fundraising programme.
First of all, we designed and built an integrated online shop, media download centre and press-friendly website where supporters could order puddings or buy virtual gifts, enter the competion, download a unique “pudcast” and images of the bands taking part in a concert planned for January 2007.
We launched an extensive publicity campaign, seeded by attracting new supporters to a MySpace campaign site, promotional advertising and editorial promotions were designed and we planned and rolled out an online treasure hunt, with an e-mail campaign and viral mechanic.
We even sent out the first ever press release via “pudcast” on branded ipod shuffles. These were targeted at key journalists who later returned the ipods to recycle as prizes for the competition.
Due to the amount of traffic we were generating to the main site, we built an online ‘virtual shop’ where supporters could make smaller financial contributions towards, for example providing dental care, first aid kits or even larger donations of £200+ towards books for a library.
Finally, several stunts were organised to highlight the Pudstock initiative including celebrity buskingevents and a tailor-made Crisis Pudstock hand stamp distributed across top bars and clubs around London. These “events” were exclusive to friends and supporters that had built up through our social networking and viral activities.
- 235 PR generated pieces were seen across a range of national and regional press publications – est. coverage 140 million+ readers – of which 75% included a photo
- The YouTube video has had over 40,000 views/ downloads
- In a 2 month period, over 1500 “friends” connected on MySpace including famous names such as Gorillaz, Russell Brand, Foo Fighters, Oasis & Snow Patrol to show their support
- Crisis rose from nowhere to become No. 5 in the top ten coolest charities
- 2,000 puddings were sold and 1400 potential new donors were generated
- A 2007 Third Sector Award for Excellence in Digital Media
Along with other examples of our digital work in this sector, a fully illustrated version of this case study can also be found here