Objective:
Generate viral buzz through Facebook, Twitter and MySpace surrounding launch event for Emergen-C’s new cause-based product, Emergen-C BLUE benefiting Surfrider Organization.

Event Description:
Create a large-scale event to launch Emergen-C BLUE, a case-based product that donates proceeds to Surfrider Foundation. The event takes shape as MaliBLUE, a unique art and music festival that provided a fun educational backdrop for supporters to learn about the health of our oceans and waterways. The Malibu Pier was transformed for an afternoon festival show-casing art in all its incarnations – from high-end art exhibits and surfboards designed by celebrities to live performances by indy artists Trevor Hall, Meiko, Mishka and Tyrone Wells and film star, Matthew McConaughey as the event’s special MC.

Goal:
Raise awareness about the Surfrider Foundation and its efforts to promote healthy coastal water quality.

Create a “buzz” around all involved brands and sell tickets to the event via Twitter, Facebook and MySpace (we sold 200 tickets through Facebook).

Secure local, national and social media coverage for Emergen-C, Surfrider and all partners and performers.

Utilize social networks (Facebook, MySpace) as a tool to spread the word about the event, secure RSVPs and encourage ticket sales.

Result:
The event was a HUGE success, with over 600 tickets sold (sales spiked with every “tweet”) and over $10,000 raised for Surfrider Organization. Our media coverage reached a total circulation of 73,442,845. This equated to 183,607,113 media impressions. Placements included People.com, KABC-TV (Los Angeles), TV Guide’s “Hollywood 411,” TMZ.com, Time Warner Cable/Road Runner, MSN.com and Los Angeles Times.