This document proposes a two-part social media campaign to raise awareness for SpecialEffect.org.uk, a charity helping disabled people enjoy games. Part 1 is a gamified social media campaign where existing supporters invite others via unique links, earning points for invited users who register. Part 2 is a virtual treasure hunt where registered users hide SpecialEffect links on their websites and blogs, forming a clue chain for prizes. The goal is to engage social, philanthropic, achievement-oriented users and raise awareness through traffic.

1. Raising Awareness for SpecialEffect.org.uk
• Special Effect is a charity that strives to help
people with disabilities enjoy games.
• The idea of this proposal is to give an example
of how a Social Media game with an online
based treasure hunt, could help raise
awareness of the charity.

2. Part 1: A Gamified Social Media Campaign.
• Existing supporters are sent an email with a unique
link.
• They are allowed to send this link to only 5 people.
• If one of those 5 registers using the link, the sender
gets points.
• The invitee is given two links. One that they can send
to 5 people and one that they can send out over social
media to anyone.
• When anyone retweets one of the social media
links, the original supporter and the invitee whose link
it is gets points

3. Part 1: A Gamified Social Media Campaign.

4. Part 1: A Gamified Social Media Campaign.
• People only earn points if people they have invited into the game
share their social links. This is why the initial invite list can only be
5, we are looking for them to only invite people they know will
want to support the charity – rather than just spamming social
media with a link.
• Using a standard leaderboard, people will be able to see how many
points they have and also how many people are in their network.
Drilling down, they will be able to see who is in their network and
will be able to connect to them (social discovery).
• This part of the game should appeal to Bartle’s Socialisers and
Marczewski’s Philanthropist types.
• At the end of the campaign, a prize could be offered to the person
with the largest network, appealing to the achiever. The warning
here would be that offering a tangible prize, could upset the
balance of those playing to help vs those playing to just get the win.

5. Part 2: A Virtual Treasure Hunt
The second part of this is a treasure hunt.
• Everyone who has registered in the first part, is offered the
chance to have their website or blog (or a friends website
or blog) entered into an online treasure hunt.
• Each site will display the Special Effect logo on their site and
a link that they have to hide somewhere on the site. They
then send a clue to Special Effect about where it is hidden.
• People are then invited to read the first clue, this will lead
them to one of the websites. When they click the link they
find, it will give them a clue to find on another site and so
on until the final clue is found. Prizes would be offered for
the first X-number of people who complete all the clues.

6. Part 2: A Virtual Treasure Hunt
This would have benefits to all involved.
• The player gets the chance to win something as
well as an opportunity to explore a little.
• The site owners get traffic.
• Special Effect get raised awareness as they will be
at the centre of it all.
• Explorers and Achievers will be engaged here.
• Note. The expansion of this would (with large
budget) be the Orange Baloon Race that ran
some years ago.
http://www.playballoonacy.com/

7. Disclaimer
This presentation is the work of the author for
the purposes of the Engagement Alliance
Level 2 Certification Course and does not
constitute or represent any official policy or
process of SpecialEffect, planned or otherwise.