NEW ORLEANS: Advertising, marketing, and PR firm Peter Mayer has invited people to show their patriotism leading up to the Fourth of July by virtually signing the Declaration of Independence.
The initiative, which launched last week and has been in the works for the last two months, allows people to "sign" the document on microsite Signit2014.com or via Twitter using the hashtag #SignIt2014. For each signature, the agency will donate to the Foundation for the National Archives to help preserve the country’s historical documents.
Peter Mayer creative director Josh Mayer said the agency has launched Independence Day celebrations for the last 15 years, sometimes with links to charities, but this year marks the firm’s biggest use of social media.
"We have a really active web development team and we have a really good creative spirit in the agency, so why don’t we apply that to the Fourth of July?" Mayer said.
In addition to launching the microsite and promoting Sign It 2014 through email and social channels such as Facebook, Twitter, and Instagram, Peter Mayer mailed packages to about 3,000 members of the media, existing and potential clients, partners, and friends.
As of Wednesday, the website had garnered more than 200 signatures, and Mayer didn’t know the Twitter count yet. He said that while it would be great if thousands of people signed, that is not the firm’s ultimate goal.
"The real measure of success is that we wanted to do something technological, and we wanted to do something that reminded our friends and the people we stay in touch with of our values," Mayer explained.
Peter Mayer’s Independence Day efforts started 15 years ago when a client asked for Fourth of July concepts. After the client chose one, the agency asked permission to use one of the other ideas for a poster that it would send to other clients, friends, and media. Over the years the poster concept evolved to include interactive components, charitable associations, and other assets, Mayer said.
In 2012, the first July after the September 11 terrorist attacks, the firm created a poster featuring the face of the Statue of Liberty with a sunglasses tan, along with the phrase, "The Future is Bright (don’t forget the sunscreen)."
Another year, the firm sent reusable shopping bags that featured an image of a green American flag.
The agency, which has about 200 staffers, was founded by Mayer’s father, Peter, in 1967.