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 warm&fuzzy shared, regardless of its point of origin. Visitors to warmandfuzzyfederation.com could see the 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% 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 boundaries! 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.