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Cargo and Google Bring TAP to 70 Million Users
When Cargo took on the task of promoting UNICEF’s TAP Project in South Carolina’s major markets, they never expected they’d be reaching over 70 million people everyday. But when they teamed up with Google, they did exactly that.
It all started with a simple email – sent to Google’s Mountain View, California. “We were looking for ways to get the message out. And we wanted to bring some unconventional thinking to do it,” explains Dan Gliatta, partner at Cargo. “I reached out to Google with an idea, and they liked it enough to partner with us to bring it to life.”
Cargo brought in their digital experts to collaboratively develop the idea with Google, who in turn promoted it on their Google Maps main page. During World Water Week (3/16-3/22), the specialized page reached 70 million unique users each day.
Gliatta continues, “At the end of the day, we used a strong partnership to bring a great program to a massive chunk of the population.”
Launch the TAP Project Map > > >
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The Tap Project was launched by Droga5 for World Water Day 2007. The initiative went nationwide in 2008 when Cargo joined the ranks of a dozen agencies to help start a ripple. |
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TapProject Bill Posters
Guerrilla posters were posted in store fronts and high-traffic pedestrian areas - "One Dollar. One Glass. One Life. TapProject.org"
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TapProject Ripple Outdoor
Outdoor advertising was used in two phases, teaser and event specific. Both utilized a glass of water and ripple to emphasize how far donations in the US reach across the globe. |
Three South Carolina cities joined the Tap Project in 2008.
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It all starts with an idea.
Giving Back Takes a Different Approach
American Red Cross,
Center For Diversity Education, &
artisphere
Forward Thinking Moves Brand
E-ONE
Cargo & Google Start A Ripple
UNICEF | Tap Project
Ballers Have Ball At All-Star Weekend
NBA Players Association
A Different Outlook
St. Joseph's Candler Hospital
The Brand of Hometown
Greer State Bank
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