When a once-booming city is on the brink of extinction, what is the one thing that could bring it back to life? I bet “hashtag strategy” wasn’t on the tip of your tongue but a single integrated 360 degree campaign is what’s helping Detroit to become a Phoenix, of sorts.
#OpportunityDetroit speaks volumes to what this city is trying to achieve. First, to get back into the good graces of those who have been served only the negative stories and second, to provide a motto to those brave enough to live and work in the Motor City.
During the 2012 World Series, the Detroit Tigers and the San Francisco Giants were fighting for the title. Unfortunately, the series didn’t go in Detroit’s favor but the city did come out of it with a win; Quicken Loans produced an inspiring spot with an accompanying social strategy to a level that had never been seen before.
With an entire arsenal of social channels and a strong hashtag strategy, #OpportunityDetroit exploded not just within Detroit but nationwide. With a following of socially savvy millennials, ready and willing to support the revitalization and rejuvenation of Motown, #OpportunityDetroit has become a rallying cry.
The next time someone says to you “social media is pointless,” point them to #OpportunityDetroit and tell them to think again.