Vulcan, AB.
Population: 1917
Marketing Budget: $10000 (production AND media)
They were hoping for a billboard in Calgary.
We gave them a social media event that rapidly assimilated the internet like The Borg.
We decided to take crowdfunding where no one had gone before by aiming the town of Vulcan at the maximum dollar amount an Indiegogo crowdfunding campaign could seek to raise (turns out it was $2 BILLION), then firing the warp engine.
From the internets POV, the town of Vulcan was looking to raise $2 Billion to build an actual Warp Drive Research Facility as the first step towards eventually constructing a fully functional 1:1 scale USS Enterprice in the skies above the Badlands.
The original, sadly long-sinced-removed Indigogo campaign page had full schematics, a link to an actual NASA scientist discussing his very real theory about how to fold space-time and a lot more. I even personally created and ran the ‘official’ Vulcan AB Twitter account to drum up support and exposure by interacting with Star Trek fandom including actors from the various Star Trek films and TV series and more.
And Trekkies around the world went nuts!
Our ‘Build The Enterprise’ campaign went live (with ZERO media buy AND a solitary PR person) and the results were out of this world:
• the entire campaign generated 900 000 000+ (yes, creeping up on a BILLION!!!) media impressions
• it received a combined 2 750 000+ tweets, retweets and likes on Twitter alone
• news stories about the campaign appeared on major international websites such as msn.com, yahoo.com, usatoday.com, cnet.com, dailydot.com and more (including sites in Europe and Asia).
• the story was featured in national Canadian TV segments on CTV, and across North America in places as varied as Des Moines, Iowa and Orlando, Florida
Behold, the case study video:
This art lived as wild postings in Calgary, and was also used on social media:
