As social media permeated more and more of the worldwide culture,
Dead River Company needed to launch itself into the new digital world to reinforce its brand and remain competitive. CD&M facilitated its social media premier with a philanthropic “Share the Warmth” campaign that earned them “likes” and “friends” while emphasizing community values. New Englanders were asked to hunt for $500 charitable gift certificates in the form of a hidden cardboard “Arthur,” a veteran
Dead River employee. Facebook generated clues as to Arthur’s whereabouts, resulting in a solid social media foundation and more than 118 online and print articles.
Inviting ordinary people to help give away $10,000 to nonprofit organizations, and making it fun? That's good news, and resulted in over 118 online and print articles about this campaign.