Motorola teamed up with SOL Republic and Fader to develop this campaign and amplify social donations for MyMusicRX over the holidays. MyMusicRX is an amazing non-profit that encourages the 'prescription' of music via online donations to sick children and teens. The campaign, #PlayItForward, was built as a Tweet Drive, where users can Tweet to unlock donations for kids with serious illnesses. The highest unlocked donation, delivered to MyMusicRx by the three companies leading the campaign, is $15000 + 50 pairs of Tracks Air wireless on-ear headphones. Each Tweet also enters the donating user into a daily sweepstakes to win Motorola wireless headphones.

 

Razorfish created the concept and designs and Mass Relevance played a big part by developing and hosting the experience. Included is a fill in the blank, counter, flock to unlock, and single stream.