Initiative takes on Telethon’s Social Media Café and helps Channel 7 hit new record total

October 24 2013, 11:30 pm | BY Martin Trevaskis | 2 Comments

SocMediaCafe_1_BLOG.jpgThis past weekend saw the most successful Telethon event yet, raising $20,701,270 bringing the total raised since 1968 to $154,469,900.

Media communications agency Initiative was invited by Channel 7 and Telethon to Manage the Social Media Café and the agency came up with some refreshing ideas such as the #PMH wall, a wall dedicated to the children who have been helped by the amazing staff at Princess Margaret Hospital, to say thank you.

Initiative also instigated the Fat Cat profile picture change, whereby followers of the Telethon were motivated to change their profile pictures on Facebook and Twitter to pictures of Fat Cat in support of the Perth Charity.

SocMediaCafe_2_BLOG.jpgInitiative staff manned the Social Media Café and tweeted and posted updates on the weekend’s events, responded to tweets and Facebook messages, interviewed celebrities and shared amazing pictures by Viva Photography, who also volunteered their services.

The event generated 1.92 million tweets for the hashtag #telethon7. The number of Twitter followers doubled to more than 12,000 and with the help of Nova FM and Bank of Queensland’s Facebook Friendly, managed to also double Facebook likes to in excess of 74,000.

The Social Media Café was on-screen more than 30 times during the weekend and there were 17 live chats with celebs and even the Telethon Children Jack and Tahlia.

Chris O’Keefe MD at Initiative said, “It was an honour to be involved in such an important Perth event. It was also a pleasure to work with Rebecca Darling, Brock Walter and Adam Barrell in running the Telethon social media campaigns. The success that came from the campaign was mind blowing. The Initiative team gave it their all – I am very proud of them and hope to be involved in Telethon again in the future.”

Mario Dorazio, Managing Director of Channel 7 Perth said “I’m delighted with the way Initiative helped our audiences engage with Telethon through social media. Their concepts and execution were unique and effective.”