I saw this article in the South Florida Business Journal about the We Want Wade campaign.(The full article doesn’t appear for non-subscribers). It is a campaign to pull on Dwyane Wade’s heartstrings to not leave Miami. He is a Miami Heat basketball star guard.
You see, it is all about the love. Here is the video of Wayne responding to the overwhelming response of the fans.
The marketing campaign is using mainly You Tube and Twitter.(Miami Heat). I checked twitter.com/wewantwade and it says to follow The Miami Heat Twitter account. I suppose it is better since they have a big following already on that twitter account and to distinquish, the #wewantwade hashtag is being used. The Fan Page doesn’t have any posts as of today, but does have 271 likes.
The article states that they wanted a positive and proactive outreach effort. Michael McCullough, the executive VP and chief marketing officer of the Heat Group said: “We didn’t want a ‘please don’t leave us, you’ll break our hearts kind of thing. We wanted him to see our ads, signs in cars, signs in business windows – all telling him he is wanted here.”
I loved reading this from a Social Media perspective because this is what real social media is all about. Engaging people means you have to get through to people by tapping into their emotions or intellect. But emotions and passion work much stronger especially when it comes from fans telling him that they love him and that this is his home. All of the content is user generated from the fans.
In my last post, when I caught the moment with two twitter friends meeting in 3D, I got a couple of tweet feedback from this. My video caught a great heart moment. So keep sharing your love in whatever you do. As they say, do what you love and success shall follow.
