Over the past 16 years, through parties, games, and events for young professionals, WAKA Kickball & Social Sports has helped create over 10 million smiles. As a company, our Big Hairy Audacious Goal is to create 100 million smiles before the end of the decade. The challenge of this campaign was to harness the power of Twitter to show real stories from WAKA customers about how WAKA makes them happy and offers an experience beyond the games at the field. We also wanted to gain exposure for WAKA Kickball & Social Sports as a national social club for young professionals. The campaign was a one day Tweet-a-thon tied into World Smile Day on October 4th. For this campaign, we reached out to WAKA's most engaged and influential Twitter followers and asked them directly to participate by sharing their #WAKASMILES story. We tweeted directly with people all day and crafted content using the #WAKASMILES stories for Facebook and our other social media channels to drive attention and participation on Twitter. During the #WAKASMILES campaign, the @WAKA_Kickball twitter account experienced a 33% increase in daily mention volume. Overall, #WAKASMILES garnered more than 193,000 impressions and 172 entries including 40 photo posts and tags. This, combined with promotion of the campaign on Facebook and through direct outreach to key WAKA player influencers on Twitter, drove more than 500 people directly to our site kickball.com. The hashtag continues to be used as players share experiences for their WAKA leagues each week on Twitter. Sample Tweets/ “Tweetismonials" from the day: My lady and I met playing @WAKA_Kickball in 2009. Lots of #WAKASmiles since then! From championships to bffs, @WAKA_Kickball has brought so many #WAKASMILES! From now until we are old and grey. @WAKA_Kickball Crazy awesome team outings with new teammates who became best friends @katiealamode #wakasmiles
