A Humorous Spin on an Important Message
Rigler Creative brought in comedy platform Funny or Die to collaborate on a unique public service announcement for Every Body Walk! and client Kaiser Permanente.
While collaborating with Funny or Die on a script, Rigler Creative actively cast the video with the help of original cast-member Melissa Fitzgerald. Pre-production work included securing the Ronald Reagan Presidential Foundation & Library for the shoot location, including a pivotal Oval Office scene.
Production and Editing
The efficient one-day production was nimble enough to tweak the script and story on-set, while simultaneously filming footage and interviews for multiple behind the scenes videos, and whetting the appetite of social media with on-set images from the stars.
During editing, Rigler Creative reached out to media outlets and prepared for the May 2012 launch.
Every Body Walk! also created its branded page on the Funny or Die site, which would drive a new audience back to the campaign’s hub – www.everybodywalk.org and a companion “Walk & Win” sweepstakes.
World Premiere Party at Digital Hollywood
Before the online launch, Rigler Creative threw a party at Digital Hollywood at The Ritz Carlton Hotel in Marina Del Rey. The celebration premiered the “Walk & Talk” PSA to the media, attracting the attention of tastemakers, content developers and programmers in the entertainment industry.
Media Awareness and Social Media Buzz
The video was an instant success on Funny or Die! Twitter exploded with the news. The hashtag #WestWingReunion became a trending topic and hundreds of media outlets, including The Huffington Post, CNN and ABC News, shared their excitement about the story. The media weaved in messaging about Every Body Walk! into their coverage, which further spread the reach of the campaign.
Within a week the video was featured on multiple TV news programs and hundreds of online sites, generating hundreds of thousands of impressions for the Every Body Walk! campaign.
“Walk & Win” Sweepstakes
In conjunction with the launch of the “Walk & Talk” video, Rigler Creative launched the “Walk & Win” sweepstakes. Users could enter to win “The West Wing: The Complete Series Collection” DVD box set via Facebook or email. The sweepstakes generated thousands of entries and nearly tripled the Every Body Walk! Facebook page’s Likes.
The Stats
The collaboration increased metrics—video views, page views and social media impressions–across the board in double digits. The “Walk & Talk” video and corresponding making-of and behind the scenes videos have been seen over 1 million times since launch and exposed the Every Body Walk! message to an ever expanding audience.
Reunion Recognized on 2012 Year-End Lists
The Every Body Walk!/Funny or Die “Walk & Talk” West Wing reunion was highlighted on Buzzfeed’s list of The 20 Most Satisfying Reunions Of 2012. Buzzfeed said, “We saw many happy reunions of things we loved from our past this year–these are the ones that made our hearts grow the most!” before listing The West Wing reunion in the #5 spot.