Social Media Marketing

(^271) ■
BUILD ON E
XISTING S
OCIAL O
BJECTS
Figure 10.5 shows Aircel’s efforts in raising awareness of the near-extinction of
India’s Bengal Tigers. The campaign goal, beyond awareness, is in its partnership with
the World Wildlife Fund: The program is aimed at moving people to act in support of
the protection of the Bengal Tiger. In both the Tyson and Aircel programs, the com-
munity-building goal is fundamentally around the cause and is intended to build on
awareness and to move people to action. These programs—whether working in local
hunger relief efforts or demanding that existing but overlooked laws regarding tiger
poaching are actually upheld—tap the potential in the associated cause-related com-
munities that exist around these social objects.
Figure 10.5 Aircel’s “Save Our Tigers”