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[LOOK] Orbis recruits Moonwalkers with feet

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This Saturday’s Moonwalker event will be the eighth time the marathon has taken place and for Orbis director of development Hong Kong Mary Lau, the challenge is retaining visitors.In 2013, she lured them with a virtual location-based marker iOS app that replaces physical stamps. So instead of receiving seals to prove the participant had crossed certain checkpoints, the iOS-friendly app leveraged on point-cast technology that registered the phone when it passed specific locations.Aside from extending the app to reach Android users this year, Orbis amplified its noise on social media by recruiting local influencers -- such as Hong Kong – based satirical illustrators and Korean singer Hari – to advertise for the event in their own spins.[gallery link="file" ids="24740,24741,24742,24743"]“As an event that mainly targets the younger generation, we rely heavily on our social media platforms. In years before, we mainly leveraged on our Facebook and website, but this year, we’ve employed representatives of active communities to talk about our event,” said Lau.“The blogger-influencer strategy is extremely effective because not only do these platforms reach eyeballs that weren’t previously in our radar, but the message is conveyed in a language that they can understand.”The charity also rallied support from Compass Visa, which would donate a dollar to Orbis for every foot photo uploaded onto the credit card's Facebook page or tagged with the Compass Visa hash tag.Creatively, its comical outdoor advertisements of feet doing rubber band art and putting on a puppet show also extended its reach to bus bodies on top of its existing display in MTR stations.[gallery link="file" ids="24745,24744"]The creative component was handled by Grey Group while media placement was handled in house.

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