Many people hear the word entrepreneur and assume a person makes a ton of money, but being an entrepreneur doesn’t necessarily mean you are trying to make the big bucks. Many entrepreneurs create organizations that are non-profit in order to use their ideas for the greater good. With few exceptions, these entrepreneurs have the task of accomplishing big things with relatively few resources. For example, the KONY2012 campaign that is currently sweeping across Facebook, Twitter, Pinterest and other social media networks to raise awareness of the Invisible Children in Uganda .
This is a campaign not meant to make money, but to make change. Not many people would know about Joseph Kony, I know I didn’t before seeing the 30 minute video blowing up on my Facebook feed, but the economical, informative, and instant attributes of grass-roots marketing has transformed Joseph Kony from relative obscurity into a household name in a matter of days. Using posters, videos, t-shirts and other advertisements are an excellent way to educate people, but Facebook can educate 750 million people in a matter of days. So, by bringing these channels of marketing together and understanding the benefits of each individual resource, Tri has brought about an impressive start to their Kony 2012 campaign.
Their items for the April 20, 2012 take action night where everyone is asked to purchase the Kony kit to paint their cities KONY, are completely sold out of everything. The effects of the viral campaign have reached astronomical numbers. 55 million views in just a matter of days for a thirty minute video on YouTube is almost unheard of.
Authors’ note: While the purpose of this blog is to explore the ways in which IMC is used in “real world” situations, we would like to urge those that are interested to follow the following links regarding the message behind Kony 2012.
Leanna Marshall, Bryce Koonts, Leslie Tyler, Julius Roberts