Fanista, our client who hosted the microsite, came to us without a look, feel or voice. But they had celebrity connections and wanted to use the U.S. Campaign for Burma’s 30-day effort to rally around. DIG developed the “It Can’t Wait” concept, along with the identity, film titles, Facebook application and social media strategy. The situation was (and is) dire. So even though we had just a few months to pull it off, we were highly motivated. In all, 3.5 million people viewed our microsite, Facebook application, and YouTube celebrity videos and 50,000 active supporters were engaged in the movement.

The response to the campaign was strong. In the month of May 2008, it attracted 3.5 million views and 50,000 active supporters. It also garnered widespread media coverage from E! Online, The New York Times, Marie Claire, PopSugar, Sarah Silverman Online, the Huffington Post and Newsweek.