Through innovative social integration, Office Depot, a major sponsor of the "Real Change Project: Artists for Education" event, wanted to highlight the importance of quality education. Understanding the value of a great teacher, Office Depot encouraged people to share how teachers have changed their lives. To showcase their cause, Office Depot then displayed the user-generated Tweets, Instagram photos, and Facebook "likes" around the topic on their site as well as clips of celebrities visiting their old teachers.
By including both viewer content and celebrity engagement, Office Depot successfully amplified both their company's value of education as well as their brand. Because the experience was also mobile optimized, viewers could engage with the site across digital touch points. A Flock-to-Unlock feature that incentivized participation by unlocking exclusive video content upon Twitter volume further generated engagement.