United Way of Winnipeg had a unique opportunity to launch a sports tickets donation program with the star power of Will Arnett. They needed to capitalize on Will’s visit to get as much media and public attention as possible to:
- capture & communicate Will’s enthusiasm for Winnipeg and his support for one of its largest nonprofits;
- encourage donations; and
- increase exposure for United Way’s brand with the use of social media and inherently shareable video clips.