Campaign: Team 28 MosaicClient: Radio Shack & LIVESTRONG Foundation
WPP company: Mindshare Chicago
RadioShack Corporation, a US-based chain of electronic retail stores, has been supporting the LIVESTRONG Foundation since 2009. The charity, founded in 1997 by professional cyclist Lance Armstrong, supports the estimated 28 million people worldwide who live with cancer.
On 2 October 2010, to mark LIVESTRONG Day and celebrate all those fighting cancer, RadioShack partnered with Mindshare Chicago and imc2 to launch the Team 28 Mosaic campaign. This included the unveiling in New York’s Times Square of a giant digital photo of Armstrong taken at the final stage of the 2010 Tour de France, created from a mosaic of thousands of Facebook and Twitter supporters.
RadioShack donated $1 for every person who tagged their social media profile with the Team 28 mosaic over a 24-hour period. With the help of Mindshare’s media buying and planning team the campaign generated over 30 million media impressions and raised over $29,000 for LIVESTRONG. RadioShack has generated more than $7 million in contributions for LIVESTRONG to date.