The campaign launched in out-of-home at selected high foot traffic bus shelters around the city. Once enough pictures were sent in to the microsite, they began to live online. The best pictures submitted were then used in print advertising. In addition to paid channels, a large volume of photos ended up in social media outlets such as on Facebook pages, MySpace and the like. And whether people took the time to upload photos to our site or not, because each image has a zoo logo next to it, everyone who participated ended up with branded zoo content on their cell phones and cameras.

The campaign was a huge success. Thousands of people submitted photos and visited the oursfzoo.org microsite. The campaign generated worldwide media coverage in newspaper and magazine articles in trade, business and consumer publications as well as non-traditional media spaces from hundreds of blogs and websites. Best of all, the zoo’s attendance spiked over 138% during the time the campaign ran. In addition, the campaign proved so successful outside the zoo, it led to the creation of a self-guided tour that ran inside the zoo generating much needed content and participant experience in a summer that was devoid of anything new at the zoo.