In the age of intense media saturation, it is difficult for an organization to make the presence known amongst their competitors. But sometimes, it takes a friendly competition for everyone to win.
After meeting each other at a conference in San Francisco Craig Watson, the newly hired Director of the California Arts Council, and Bob Booker, Executive Director of the Arizona Commission on the Arts challenged each other to a 10k race. A race to see who could be the first arts organization to reach the 10,000 mark. Once word of the challenge spread, other organizations joined in. The NEA added fuel to the fire by offering a prize to the winner.
What unfolded was a creative an innovative marketing competition. Each organization attacked the challenge with a different strategy, such as YouTube videos, posters, photos, etc. Even though the race is officially over, reading about the competition encourage me to immediately checked all of the competitors sights just to see where they currently stand.
But what really happened, is that the competitors had a chance to REALLY focus on their advertising, tweak issues, re-think the wheel and streamline. After winning the competition, the California Arts Council issued a series of videos entitled "Facebook Fundamentals", which lay out the lessons they learned during the competition.
In the end, everybody won.
http://www.cac.ca.gov/newsroom/atthecacdetail.php?id=357
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