Digiday broke the hearts of some yesterday by revealing that last week’s big “Kumbaya” Batkid moment was indeed a public relations coup. (Wait, who didn’t already know this?)
It’s true that Make-A-Wish, the city of San Francisco (which spent $105K) and the 7-10,000 people who came out to volunteer were largely responsible for the success of the event. But you can thank San Fran/San Diego-based social media agency Clever Girls Collective for the virality of the hashtag and a few other things:
The agency’s president, Stefania Pomponi, said she heard about Make-A-Wish’s Batkid plan through a tiny blurb on a local San Francisco blog and thought it was under-publicized.
Make-A-Wish accepted Clever Girls’ offer to help on the social front, but again it was a group effort:
Other companies pitched in, too. Twitter, for example, helped secure accounts such as @SFWish and, for the bad guy, @PenguinSF for use in the campaign.
Clever Girls Collective also came up with the #SFBatKid hashtag and began seeding it with 6,000 key San Francisco “influencers” and Twitter users.
So no, it wasn’t “spontaneous” at all—but appearance is (almost) everything on social, and this isn’t exactly shocking news.
Anyone want to guess how many people googled Clever Girls Collective in the past 24 hours?
(Photo, again, via Jeff Chiu/AP)