Our goal was to start a movement to save the American drive-in theater through education, engagement and raising national awareness. The central hook of the campaign was a contest with a public vote to decide which theaters would receive five digital projectors donated by Honda. The overall effort included a choreographed use of branded and user-generated content, digital and social media, and experiential, PR and guerrilla materials. Our mini-documentary seeded the effort with Honda's online communities and with media organizations. A dedicated website became the rallying point, allowing people to meet the drive-ins, vote, donate or share the cause with their friends and family. We hosted pop-up drive-ins at Honda dealerships to bring the drive-in experience to places where it didn't exist. To keep the crusade accessible, we created an Indiegogo crowdfunding campaign so people could contribute to the cause even if they didn't have a specific drive-in to support. But the heart and soul of the effort came from on-the-ground supporters. Armed with a Honda-created campaign toolkit, we encouraged individual drive-in operators and their fans to campaign for votes and draw attention to the need in their communities. "Local news services were the first to pick up the story, followed by national print and TV news coverage, including NBC Nightly News, USA Today and Huffington Post. The grassroots stories of outreach and involvement were impressive: a senator posted movement signage outside his office, a local pastor encouraged parishioners to vote and a local school district assigned voting for their local drive-in to every student. To award the projectors, we visited the owners of the winning drive-in, posing as news reporters covering the impending digital conversion. After a few questions, we finally told them they had actually won a digital projector and captured their reactions."