BIG SWING SET PROJECT
Backyard Discovery is the largest residential swing set manufacturer in the US. Backyard Discovery offers quality wooden swing sets that kids love at prices that fit any budget. They inspire imaginative outdoor play that helps children build muscle, strength and coordination. Their sets include slides, swings, monkey bars, rock walls and more to get children playing outside.
Big Swing Set was an ambitious shared initiative between Big Brothers Big Sisters and Backyard Discovery to increase awareness of the impact that mentoring has on children on the path to reaching their potential.
We connected Backyard Discovery’s mission to get kids and their parents to LOVE playing outside with the values of Big Brothers Big Sisters to create The Big Swing Set Project. We built one massive, Guinness World Record-breaking swing set. Made of 51 individual Backyard Discovery sets, each would be gifted to qualifying families during a huge reveal and giveaway party in South Florida’s Markham Park.
We executed a four-day event in Florida that included three days of community and partner volunteers building the largest swing set in the world and a one-day reveal party for the Big Brothers Big Sisters families.
The Guinness Book of World Records was on hand to document the record and announce the success of our goal. Two videos were created to show impact the event had on the attendees. We shared event content on social media and made the event the lead story on the brands’ websites.
Our social posts generated:
347,446 Video Views
- The long form video post generated 199,000+ video views, with another 81,000 coming from the shorter timelapse version.
- We received press on various television news stations, a story on USAToday.com, SI.com and the long form video was hosted on Comcast’s Video On Demand Platform
- We captured the event day through photography which could be repurposed for marketing materials.
- Awareness for Backyard Discovery significantly increased, enabling them for a strong direct to consumer environment.