Business Objective: Save Brown's Chapel LLC is a non-profit organization that was formed by local residents to save the destruction of Brown’s Chapel Park in Reston, Virginia. The objective of the marketing campaign was to educate and inform residents about the plan to destroy the park and build a $100 million sports complex in its place, and to ultimately pressurize local authorities into saving the park.
Brand Strategy: Given the budgetary constraints — there was no money whatsoever — Brainwave developed a social media strategy for Save Brown's Chapel that would allow the non-profit to distribute its message virally and at no cost, using the internet — particularly YouTube, Facebook, e-mail, and blog sites.
Brand Campaign: Brainwave wrote and produced a viral music video that communicated all the major issues in a powerful and entertaining way. The video featured hilarious performances from dozens of local "Restonians, each of whom demonstrated their desire to save the park. In doing so, Brown’s Chapel was brought to life as a valuable and beloved local treasure that should be saved.
Media: Web video posted on YouTube, Facebook, blog sites and distributed via e-mail.
Result: The video spread quickly on the internet and was viewed by thousands of people. Additionally, the viral campaign garnered the interest of both local and national media organizations. On July 23, 2009, the Reston Association conceded to the pressure and passed a motion to dismiss the plan to destroy Brown's Chapel park.
