SOURCE: Definition 6

Definition 6

January 22, 2015 14:43 ET

Definition 6 Makes "Something Good Happen" for Charity With Selfie-Driven Social Media Campaign at NATPE

NEW YORK, NY--(Marketwired - January 22, 2015) - Definition 6's Entertainment team sponsored the 2015 NATPE conference in Miami. The team used the sponsorship to raise charitable donations for the Robin Hood Foundation through an innovative social media campaign driven entirely by attendee participation and word-of-mouth marketing.

The team had 10,000 cocktail napkins printed with the campaign tagline "Share a selfie with the napkin and something good will happen! #def6video #natpe2015." For every selfie posted on social media with one of the napkins, Definition 6 pledged to make a donation to Robin Hood, the largest non-profit organization fighting to end poverty in New York City.

"We decided this year to use our sponsorship for a greater good," said Rob Ortiz, EVP of Entertainment and Integrated Media at Definition 6.

The Definition 6 team relied on social media to tease and seed the campaign as well as rally participation by attendees, using the catchphrase "something good will happen" to hint at a donation in exchange for a selfie with the napkin tagged "#def6video #natpe2015."

Hundreds of selfies were posted on Twitter, Instagram, and Facebook as napkins were distributed at multiple NATPE events held at the Fontainebleau Miami Beach, Thompson Hotel, and Eden Roc Miami Beach.

Notable participants posting selfies included Jay Leno, Vince Gilligan, John Tesh, Howie Mandel, Norman Lear, DJ Elle, and NATPE's CEO Rod Perth and founder Lew Klein. Alberto Ciurana, president of Programming and Content for Univision Networks, posted the very first selfie in the campaign to his two million followers.

"I've been coming to NATPE for years and have never seen a marketing plan like this," said Frank Radice, Definition 6's Expert in Residence. "It worked very well for Definition 6 and we are proud to donate to the Robin Hood Foundation."

"This was a fun, charitable way to engage with our clients, partners, and new friends at NAPTE, where this year's conversation centered on great content being generated and distributed in the ever-evolving digital media environment," said Jeff Katz, CEO of Definition 6.

The Robin Hood Foundation is highly respected by New York's entertainment industry and known for innovative, cutting-edge fundraising campaigns. The organization has fought poverty in New York City for over 25 years and is the city's largest poverty-fighting organization. Since its founding, it has raised more than $1.95 billion in dollars, goods, and services.

Definition 6 executives from both New York and Atlanta attended the conference, including Rob Ortiz, EVP of Entertainment & Integrated Media; Frank Radice, Expert in Residence; and Jeff Katz, CEO. NATPE is a conference focused on where television, entertainment, and technology converge and attended by senior industry professionals.


Definition 6 Entertainment is a unique force of cross-disciplined creatives pioneering new forms of storytelling with video and technology. Whether it's on-air promos, branded content, or multi-platform digital campaigns, we create and execute meaningful and entertaining experiences for brands across all screens, including web, social, and broadcast. We also maintain the largest global content distribution network for journalists, bloggers, and publishers across 108 countries and in 22 languages. We have won 20 Emmys, 17 PRN Awards, 17 Telly's, 4 Addy's, 2 Webbys, 2 Shorty Awards, a Clio and more for creating compelling content and entertaining experiences that drive results. Learn more at

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