1. Race Goals Add new fans Raise awareness of Zoo/Museum in Dubuque/Des Moines Media Attention A new reason to ask our fans to be fans ‘Loser’ would volunteer to do a dirty job at winners organization Fun!

2. The Race Promoted via press release Race started October 6 Only rule, each organization couldn’t create fake profiles Race received immediate radio/TV/newspaper support in Eastern Iowa Not much press in Central Iowa at first Both organizations had a lot of new ‘likes’ immediately.

3. Media Takes Notice Both orgs. interviewed on Iowa Public Radio Dubuque Telegraph Herald on October 7, 22, and November 3, 20. KCRG-TV 9, Cedar Rapids October 7. KWWL-TV 7, Waterloo October 7. Radio Dubuque (KATF-FM, KGRR-FM, WVRE-FM, KDTH-AM) October 8 and November 2. KIYX-FM Platteville, WI October 7, 21, 28 DM Register, October 15 & 27(Blog) DM Juice October 20 WHO-TV October 8, November 1 (plus 2 Sat. appearances) (WHO or KCCI Ticker on November 20) WOI-TV November 1

4. Zoo needed a Epic Comeback After first week, the Zoo had lost momentum Worked two weeks to bring the Zoo back into contention DM city official sends email to associates ‘help DM win’ Used traditional methods, (e-mails, signage at the Zoo, phone calls to friends, calling in favors, and FB ads) Just about anyone that called me I asked to ‘like’ us

5. Race Final Week I personally messaged every one of my FB fans to like the Zoo and to ask others (160 out of 300) Sent out lots of updates to build excitement Online search for contest showed people I didn’t know asking for help! Found a twitter post from Mumbai, India talking about the race

6. Final Weekend/Aftermath I really wanted a tie (felt I could of received more media coverage) Saturday = all tied up, lead changed back and forth several times. Sunday = apparent all day Zoo would win, I didn’t work on it at all that day River Museum conceded, but we all won. I announced I would also volunteer a day at River Museum. Kavacha the Tiger decides to run against ChaCha Lion for ‘King of the Jungle’

7. Results Zoo 74% increase in likes in three weeks River Museum 183% in likes in three weeks (Zoo started with over double the number of likes)

8. Takeaways Suggest your page to friends Use traditional/non-social media methods Personally ask friends to like and promote Create a reason to talk about your page Try something new / different