It’s official. Compass Visa has a foot fetish. As part of its official sponsorship of this year’s fundraising charity walk Orbis Moonwalkers, the company is encouraging people to take photos of their feet and share them on Facebook.
The campaign, also on Instagram, runs all September and HK$1 will be donated to support the charity run for each upload, like, comment and share.
The campaign, developed by CMRS Digital Solutions, is themed around the idea of making your feet “deliriously happy”.
Venus Yeung, director of communication at Orbis Hong Kong, said this year it aims to pull in more social network users to form a boarder target participants using user-generated contents in a fun way.
“Over 2,000 participants out of 10,000 downloaded our Moonwalker app from last year event, half of them were iPhone users.
“We see a lot of potential in digital marketing and we believe reaching out to social network users can bring more participants to this year event.”
A series of viral video ridding on the Korean pop song “Kiyomi” are slated to be broadcasted on web to amp up viral power, featuring artists to perform the song with their toes.
Bernard Chan, head of Compass Visa also added Orbis has been one of its longest CSR partners.
“We wanted a social campaign that can synergize Moonwalkers ‘Step Up’ theme, while helping Orbis to spread the event through viral sharing on social media.”
He added that 70% of marketing budgets for each campaign go to digital, adding social media will be the main focus.