Case Story

DOC’S Friends

How SHS got everyone on board to rescue a World War II B-29 from a Navy bombing range.

RESULTS

Impressions

1.6 Million

Raised on Kickstarter

$159,151

The World War II B-29 Doc was rescued from the Navy bombing range and brought back to life with the dedication of hundreds of volunteers and hundreds of thousands of dollars in donated resources.

Challenge

Doc is a B-29 Superfortress and one of 1,644 manufactured in Wichita during World War II. Since 1987 when Tony Mazzolini found Doc sitting and rotting away in the Mojave Desert, plans have been in the works to restore the historic warbird to flying status to serve as a flying museum.

SERVICES

PR, MEDIA, EMAIL MARKETING, SOCIAL MEDIA, VIDEO AND PHOTOGRAPHY PRODUCTION, DIGITAL AND PRINT ADVERTISING, KICKSTARTER PAGE DESIGN AND MANAGEMENT

Doc Photos

SURVIVED TWO WARS, THE NAVY BOMBING RANGE AND 40 YEARS WASTING IN THE DESERT TO FACE ITS GREATEST THREAT: FUNDING.

The World War II B-29 Doc was rescued from the Navy bombing range and brought back to life with the dedication of hundreds of volunteers and hundreds of thousands of dollars in donated resources. The countless volunteer hours by Doc’s Friends and the campaign led by SHS and other partners took Doc all the way to engine start. But an additional $137,500 was needed to get Doc through flight testing and into the air. What better way to raise the additional funding than a grassroots effort to promote Doc’s story and to have more support coming from the public, from the public rather than primarily corporate donors?

Docs Kickstarter Campaign

IT'S NOT LIKE WE’RE ASKING YOU TO KICKSTART GRUMPY. HELP DOC FLY.

It was 30 days to D-Day (Kickstarter Deadline Day). The SHS team supported the Kickstarter objective with campaign organization and execution worthy of a WWII task force.

  • Press releases/media
  • Email campaign
  • Social media (Twitter and Facebook)
  • Video/Photo shoot direction
  • Website collaboration
  • Advertising (digital and print)
  • Kickstarter page design/management

Docs Billboard

GETTING EVERYBODY ON BOARD.

Donated digital billboards splashed the Kickstarter Doc appeal to the core audience in Wichita, the Air Capital and birthplace of the B-29.

Docs Ads

FULL PAGE,
FULL THROTTLE.

Thanks to the help of a 4-week run of compelling full-page ad space donated by the Wichita Eagle, Doc’s profile is raised to maximum altitude, along with the Kickstarter pledges.

Guages

DOC’S KICKSTARTER KICKS BUTT.

Pre-campaign buzz fires up the passions of a remarkably diverse audience, from aviation enthusiasts to ordinary patriots. Stratospheric enthusiasm in social and earned media across local, national and industry channels drives impressions to more than 1.6 million. Doc earns Kickstarter Staff Pick status and blows past the $137,500 Kickstarter goal a week early. 

MAKING HISTORY FLY.

Our campaign to connect Doc with the public started way ahead of the Kickstarter effort. Handcrafted brochure pieces, branded merchandise and continuous building of Doc’s social media audience and reputation made the restoration to flight a passion that’s now shared across generations.