During the month of Ramadan, we collaborated with touch to create a twitterthon and engage users to help the company give back to the Children Cancer Center of Lebanon. A twitter meter was created as a Facebook app and it was filtering the tweets that mentioned the twitter handle of the company and #touchGivesBack. Each tweet would match $1 that touch had decided to donate. The campaign had a timeline of 16 days; by the end of it the twitter-meter should have recorded 16,000 tweets.
The campaign started to spread through word of mouth and users’ publicity after couple of days. Users and the general public took ownership and felt that their tweets are making deference. They started tagging celebrities, bloggers, news portals and even international figures (eg. Forest Whitaker). The goal of 16,000 tweets was achieved before the set deadline, on the 14th day on the campaign.