The Life Jacket Safety Dance campaign was created to reach a young boating audience (18-35), and educate the audience about the life-saving capabilities of life jackets - and specifically inflatable life jackets. The campaign utilized social media tools such as Facebook Connect to make each interaction with a user unique. The campaign was launched leading up to National Safe Boating Week, which is the annual kick off for prime boating season.
The social media campaign was used in conjunction with existing “Wear It!” life jacket awareness promotional efforts, and served as a means to drive attention to the campaign website and allow users to share their personalized Life Jacket Safety Dance videos via their social media networks.
The campaign resulted in more than 1,200 unique views. Of those, 200 visitors have created a customized Facebook Connect video and 1,069 visitors have viewed the non-customized video.
