RACVB: Hideaway in Rockford Viral Campaign
Hideaway was created in 2011 to capitalize on the Wisconsin state senators’ much-publicized escape to Rockford as they battled Governor Scott Walker. Tactics included the ASAP creation of a campaign name, theme, identity, website and a series of viral videos – and was promoted primarily via earned and social media. Almost immediately upon launch, the first video was viewed more than 100,000 times and national news agencies, comedy shows and bloggers around the world ran major pieces on its humorous take on Wisconsin politics – and Rockford’s hutzpah and tourism offerings. Blogger Michelle Malkin called Hideaway in Rockford, “the best tourism campaign ever.”