Greenpeace issued a challenge to President Obama to show real leadership on global warming by hanging a sixty-five feet high by thirty-five feet wide banner on Mount Rushmore, which features an unfinished portrait of Obama with the message, “America honors leaders not politicians: Stop Global Warming.”
Media consultants are reported to be impressed with Greenpeace’s use of social media during and after the stunt. It’s a multi-layered campaign utilising the most viral forms of social media throughout and after the whole event: Twitter and Facebook complemenetd by videos on YouTube and images on Flickr.
Takeaway: Big but short-lived actions should announce itself with a big bang. Develop it on multiple platforms to increase awareness and let it spread like wildfire. It may be over in a very short time, so it’s crucial to get the word out to your network as fast as you could. Provide a steady barrage of updates during the event, and make sure it’s remembered and can be shared afterwards.