NEW YORK, May 22, 2012 /PRNewswire/ -- The CementBloc, the second-largest independent, multichannel healthwellness creative agency in the United States, showcased expertise in social media generation by hosting its second Internet Week event at the agency on May 17, 2012.
Leveraging the GROW SOLE shoe donation campaign created by The CementBloc for Girls Right of Way sponsored by the Coore Foundation, the event showed how a worthy cause can ignite action when combined with a social media platform. The Coore Foundation's GROW SOLE project mixes print, video and social media to drive shoe donations locally. The SOLE-cial Experiment added the extra dimension of SOLE-cial media: the event, which featured dancing and dance performances, was shared online in real time via Twitter, Facebook, YouTube and Flickr.
Upon entering the agency, guests were surrounded by shoes and soulfulness. Elements from GROW SOLE campaign including posters, postcards and giant shoe donation bins were displayed throughout the party area. Guests traded in their gently worn shoes for GROW SOLE flip-flops. A second pair of flip-flops was donated to a deserving child in one of the beneficiary countries. An estimated 100 pairs of shoes and another 100 pairs of flip-flops were donated at the event.
Guests indulged in a variety of sole food, sole dancing, and sole-cializing, and were treated to a dance routine by the girls from Girls Right of Way as well as a professional Lambada dance by dancers from Zouk NY.
"When you embark on an experiment you never know what to expect," said Elizabeth Elfenbein, Partner, Creative at the CementBloc and the organizer of the SOLE-cial Experiment. "We were delighted to see how you could GROW SOLE and ignite a cause via dance, portraits, drink and a little soul food."
Since 2008, Internet Week has taken place all over the city, celebrating the openness of the World Wide Web and the digital community in New York City. Internet Week partners host diverse events in different locations around Manhattan, resulting in a critical mass of Web-focused events that raise the profile of NYC's industry as a whole, as well as the partners who participate.
About The CementBloc: The CementBloc is a leading multichannel healthwellness creative agency based in New York. Founded in 2000 by Susan Miller Viray and Rico Viray, The CementBloc is also a founding member of Indigenus, an independent global network of entrepreneurial healthcare creative agencies.
SOURCE The CementBloc