ZOO Miami

Challenge

The Miami Zoo, one of Miami’s best family attractions wanted to increase traffic during the summer holiday.

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Hypothesis

If economic pressures were making it hard for families to get out and take advantage of The Miami Zoo, then introducing a compelling offer with a fun social media component would generate the buzz needed to boost attendance.

Experiment

South Florida Ford partnered with Zoo Miami to sponsor $5 days and the Ford Photo Safari during 4th of July weekend in efforts to make it affordable for families to enjoy one of South Florida’s favorite attractions.

Pre-event, we awarded a behind-the-scenes tour to a loyal Ford family and captured the exploration led by Zoo director Ron Magill. The webisode was seeded throughout South Florida Ford and Miami Zoo channels to create buzz for the $5 day promo. E-blasts promoting the $5 deal and a safari challenge were shared throughout the week.


Results

64,000 attendees - 2nd highest attendance in Zoo history. 500+ photo entries on Facebook, 900+ comments & interactions. 25,000+ viral reach.

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