Using THE CHILDREN'S MIRACLE NETWORK HOSPITALS’s nationwide network of hospitals to help promote the movement to their loyal supporters and larger communities, we pitted each hospital against each other in a friendly competition of kindness. To participate, all you had to do was share good deeds and thoughts via our website, custom Facebook app, or by using our Twitter hash tag. The hospital in the city with the most Warm&Fuzzies would win $10,000. To make this movement work, we created our own social ecosystem using a mash-up of social media and mapping technologies that tracked the path of every post regardless of its origin. Users could see their own posts on the map, as well as anyone who "liked" "binkied," (our own version of “like”) or retweeted them. This was the first time anyone had literally tracked and visualized the impact of a single social media post across disparate social media networks.

During the campaign, the top 10% of engaged users garnered over 50 likes, retweets, and binkies per Warm&Fuzzy post, proving that goodwill is contagious. Besides crossing the Web, some users’ tweets and retweets crossed over 20 state lines. With no paid media to drive awareness, we engaged users from every US state and Canada. While the campaign targeted North America, social media knows no bounds! Six other countries participated.By the Chinese New Year, we had well surpassed our 100,000 goal. And on February 7th, the Warm&Fuzzy Federation delivered $10,000—and 100’s of stuffed bunnies— to a children’s hospital in Ohio.