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MEDIAFUEL DIGITAL MARKETING AGENCY BLOG

MARKETING INSIGHTS TO HELP YOUR BUSINESS

The #IndyisHappy Campaign

SEE THE FULL SITE HERE: www.indyishappy.com

On Wednesday, April 2nd, we launched the #IndyisHappy viral campaign. The video quickly went viral throughout Indianapolis, the state of Indiana, and even the United States. The video has received over 10,000 views within the first 24 hours and continues to grow hour by hour.

The idea behind the Indy is Happy campaign had several sources of inspiration: Pharrell’s “Happy” music video, the 24 hours of Happy website, and other “Happy” videos made throughout the world. The main source of inspiration was from Sydney, Australia, and their “Happy (Sydney)” video. A quick brainstorm led to the idea that showcasing a vibrant city full of fun people and growing businesses would be what makes #IndyisHappy stand out from the rest.

Although there were hundreds of countries with “Happy” videos, there were not many U.S. cities. The chance to be one of the first to launch in the United States sprung the idea into motion.

The team began contacting and pitching the idea to friends and contacts at local Indianapolis businesses they hoped would be interested. The immediate interest drew in more and more companies. The end result was a mix of local craft brewers, sports teams and mascots, record stores, gift shops, and restaurants. The team gathered a total of 18 contacts.

With any viral video the shelf life is short and to see positive reactions you need to act fast. The video team captured all of the footage used within five days and spent two days in post. The final result can be viewed above.

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