A digital action called “The pooping log”, based on a Christmas Catalan scatological tradition. A magic log which makes “poo” in the Christmas Eve; obviously is not real, the “poo” are gifts for kids.
The idea consisted in feeding every day the pooping log (from 8th December – date Tió arrives at the house – to Christmas Eve) to achieved the “poo”.
The poo was a share on Facebook or Twitter with an image (100 random images) + phrase + URL to promote a good thing with the #thepoopinlog.
The share was something good, so we made a research of good things like caring, giving, helping, researching, supporting and sharing; and created a list of organizations, NGOs, foundations URLs etc…
We created a log based on Kawai style and a WordPress microsite based on Enfold Theme: The poopinglog.com
We customized WordPress with our creativity and developed code to share our action. We created a child Theme and managed 3 languages.
The action had 3 phases:
- Teaser: started in early November with a landing page (as a teaser site).
- Active (from 8th December to Christmas Eve): site activation with development.
- Closed: site closed with a landing page with the result.
The action also had a digital strategy based on 3 social profiles: