Rosetta Launches The Warm&Fuzzy Federation to Benefit Children's Miracle Network Hospitals®

PRINCETON, N.J., Jan. 17, 2011 /PRNewswire/ -- Rosetta, the nation's largest independent digital and direct marketing agency, today launched the Warm&Fuzzy Federation, an online movement to build a community of goodwill and to benefit the Children's Miracle Network Hospitals®. The movement brings together open source and social media technologies to visually map social media activity and measure the ripple effect of individual posts in an innovative and compelling way.

As the Chinese Year of the Rabbit approaches, and with it the promise of joyous and harmonious times, Rosetta is challenging people of goodwill to declare and share one hundred thousand "warm&fuzzy" thoughts and deeds before the Chinese New Year on February 3. When the goal is achieved, Rosetta will donate $10,000 -- along with 100 stuffed toy bunnies -- to the Children's Miracle Network hospital in the city that has contributed the most "Warm&Fuzzies."

"We view the holidays as an opportunity to do more than express a nice wish to our clients and staff with a typical holiday card. Instead of following the ad agency crowd, Rosetta's creative and technology teams decided to ring in the New Year by creating an online movement to spread goodwill, benefit a great cause and demonstrate our agency's technological and creative prowess by proving that we can solve real-world problems that our clients face every day," said Toni Hess, Partner and Executive Creative Director of Rosetta.  

The Warm&Fuzzy Federation follows last year's holiday card from Rosetta, "Snowday," which combined motion detection and facial recognition elements to create an entirely new augmented reality experience. Rosetta won numerous international awards for the card.

The centerpiece of the Warm&Fuzzy Federation is a dedicated microsite, WarmandFuzzyFederation.com, where anyone can go to declare, share and celebrate Warm&Fuzzies, which range from virtual hugs to donated organs. In addition, people can contribute through the Warm&Fuzzy Federation Facebook app, through Twitter by using the #warmandfuzzy hashtag, and on the Warm&Fuzzy YouTube channel. To join the movement and make their kindness count, all a user has to do is post a Warm&Fuzzy on the microsite or through their preferred social media vehicle, or simply like, Retweet or support the posts of others.

Each and every Warm&Fuzzy, no matter what the social media source, will be tracked and visualized on a map on the Warm&Fuzzy Federation microsite that shows in real time the measurable, cumulative impact of each individual Warm&Fuzzy through its entire social media trajectory. Rosetta also developed and is hosting a running, on-site blog.

"We've really taken the art of social media analytics to another level. We designed our platform to aggregate large volumes of diverse social interactions, but it also has the power to measure the impact and lifespan of each and every social act, down to bunny zero," said Rosetta Partner Dave Mihalovic. "This is like dropping a pebble into water and watching the movement of the ripples to see exactly how they travel and precisely where they end up."

Rosetta designed an entirely new ecosystem built from the ground up using a mash-up of social media APIs, a custom Google Maps app, a RESTful services layer built to consolidate and manage communications across these layers, served on a Ruby platform and wrapped in a HTML5, CSS3 Javascript user interface.

"This movement has profound implications about the tracking of earned media, which is something that we can put to immediate use with our clients," said Gargi Patel, Director of Social Media at Rosetta. "All CMOs are wrestling with the question of what social media is worth to their brand, and with this movement Rosetta is showing that we have the technological capabilities and strategic expertise to accurately answer that question."

Rosetta also has invited its clients, friends and partners to join the cause by contributing funds or goods that the winning Children's Miracle Network hospital might need. "Through our actions and those of our users and partners, we hope to spread the Year of the Rabbit's goodwill across the nation, and help hospitalized kids get the care they need," said Hess.

About Rosetta

Rosetta is the largest independent interactive agency in the US and is ranked by AdAge among the top ten overall. Engineered for the connected world, Rosetta was founded in 1998 to pilot brands through an ever-changing marketing landscape and drive measurable business impact. Rosetta enables brands to transform their marketing through the discovery of unique insights about their best consumers' wants and needs and then translating those insights into more personally relevant experiences enabled by technology across all touch points and over time. Rosetta recently acquired LEVEL Studios, a leader in combining content, platforms and devices to create engaging total user experiences.

The combination of a patented approach to market segmentation; technological depth across platforms and devices; world class creative, design and user experience capability; scale and integrated structure; and deep vertical industry expertise have attracted many of the nation's leading brands to Rosetta. The agency's clients include Allergan, Blue Cross Blue Shield, Bristol Myers Squibb, Johnson & Johnson and Novartis in Healthcare; Coach, Express, Jos. A. Bank, OfficeMax and Valvoline in the Retail and Consumer Products sector; Citizens, M&T and Nationwide in Financial Services; Marriott in Travel and Leisure; Microsoft, Rogers Communications and T-Mobile in Communications, Media and Technology; and MSC Direct, Wirtz Beverage Group and Lincoln Electric in B2B.

Rosetta is headquartered in Princeton, NJ, with additional offices in New York, Cleveland, Denver, Boston, Chicago and Toronto. The addition of LEVEL Studios, a Rosetta Company, adds west coast presence to Rosetta's footprint with offices in Los Angeles, San Luis Obispo and San Jose.

For more information, visit www.rosetta.com

About Children's Miracle Network Hospitals®

Children's Miracle Network Hospitals® raises funds for 170 children's hospitals across North America, which, in turn, use the money where it's needed the most. When a donation is given it stays in the community, ensuring that every dollar is helping local kids. Since 1983, Children's Miracle Network Hospitals has raised more than $4 billion, most of it $1 at a time. These donations have gone to support research and training, purchase equipment, and pay for uncompensated care, all in support of our mission to save and improve the lives of as many children as possible. Learn more at CMNHospitals.org.

SOURCE Rosetta