Case Study: Yosemite Rim Fire
Shaping conversation about the Yosemite Rim Fire
MISCONCEPTION: “The Yosemite fire”
Two weeks before Labor Day, one of the park’s biggest visitor weekends of the year, the Rim Fire broke out in Stanislaus National Forest, near the northwest of Yosemite. The Rim Fire went on to become the third-largest in California history, burning more than 400 square miles of forest. The fire eventually reached a small portion of the northwest corner of Yosemite National Park, but Yosemite Valley saw very little of the smoke and was never in danger – Yosemite Valley’s hotels and restaurants remained open for business. Unfortunately, news outlets routinely referred to the fire as “the Yosemite fire,” causing visitors to contemplate canceling their trips to the park.
Activate Yosemite faithful to spread the word that Yosemite Valley is open during #RimFire.
Attention Span used Fanatical to identify the people shaping and driving conversation about #RimFire on Twitter.
ENGAGE & MOBILIZE
We engaged those influencers on Twitter via Direct Message to help spread the word that the park’s main attractions and accommodations were unaffected by the fire. We used embedded tweets to help them distribute up-to-the-minute information on the fire’s status.