Minneapolis-based digital strategy firm Ciceron has launched a Facebook application to help its client, Feeding America, raise awareness during Hunger Action Month. Ciceron designed and developed the Facebook application, which functions as a food bank locator, along with an “action-tracking” map of the U.S. that is displayed on the landing page. Users are encouraged to take as many actions as they can to turn their state orange and show their support.
Ciceron has worked with Feeding America on a variety of different campaigns over the years, and following the success of last year’s Hunger Action Month campaign, Ciceron wanted to collaborate again on this year’s campaign, which focuses on giving people different ways to get involved and make an impact.
Kristina Epping, Marketing Assistant for Ciceron, told Loyalty 360 that creating a Facebook app – which took about three months – “was a great way to partner gamification with a good cause to inspire action.”
Epping described how the Facebook app actually works and how it can increase engagement.
“We drive users to the app through our social channels and blogs,” Epping explained. “Once the users are on the app page, they enter their zip code. That user’s state will appear and then they can take a specific action that is listed. After they take the action, their state will turn a light colored orange. The more actions people take in their state, the darker the orange will get.”
What specific types of actions can users take to help turn their states orange?
“Users can enter their zip code to connect with their local food banks,” Epping said. “Share hunger statistics specifically about their state. Ask their senators and representatives to get involved by volunteering at their local food banks. Change their Facebook and Twitter profile pictures to one of Feeding America’s logos. Sign up for Feeding America’s newsletter. Pledge to take the SNAP Challenge for three, seven, or 30 days.”
The SNAP Challenge encourages participants to experience what life is like for millions of low-income Americans living on the average daily allowance of only $4.80!
Epping said the app is accessible to everyone by visiting Feeding America’s Facebook page. Epping added what the goals are for the app from a user engagement perspective.
“Fifteen thousand actions taken by users in the month of September across the country,” Epping said, “and, of course, raising awareness and inspiring action to resolve the hunger issue in the U.S.”
Check out the app here: https://www.facebook.com/FeedingAmerica/app_420593998060788