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Farm Aid viral microsite draws record pages views

July, 2006

Farm Aid is a non-profit organization with the mission of keeping family farmers on their land and promoting fresh local food. Farm Aid raises awareness with a large annual music concert featuring top artists, including Willie Nelson, Dave Matthews, John Mellencamp and Neil Young. For the 2006 concert, Farm Aid and ISITE Design created a three-month online contest, Top of the Haystack, to drive more awareness in the months leading up to the concert. The site's and contest's mission is to tap into the passion of its fans.

Solutions

• User Generated Content: The site collects user generated content in the form of photos and stories, and puts them into a fun contest format.
• Viral Marketing: eCards and refer a friend tools helped to quickly spread the word and get more people involved in the contest.
• Social Networking Platform: Farm Aid leveraged Ning, a social networking platform, which features tools to help users connect and interact online.
• Creative Brand: ISITE Design helped Farm Aid come-up with a brand and creative approach to create a memorable and fun online campaign.

Results

The microsite and contest have been a tremendous success, already exceeding Farm Aid's expectations.

• Record Traffic: The site has attracted over 900,000 page views in the initial three weeks.
• Membership: The contest has helped drive interest in new memberships already doubling the results from all of 2005.
• Emotional Stories: The user generated photos and stories have helped humanize the site and Farm Aid's mission. More than 400 users have entered so far, and are actively playing the contest.
• Sponsor: The site's success attracted a title sponsor, driving more revenue for Farm Aid.

Could your website use an online marketing boost? Contact one of our site strategists to find out how ISITE Design can help your organization have success online.

About ISITE Design
ISITE Design is a full service web development agency with offices in Portland Oregon and Boston Massachusetts. Founded in 1997, ISITE Design has helped more than 150 companies develop and measure successful web-based initiatives and online marketing campaigns. ISITE Design works with clients worldwide including Siemens, Xerox, Nike and Oregon Health & Science University. Visit www.isitedesign.com for more information.