Digital marketing company Razorfish has released early results of its creative digital platform, #GetTheMayor (Getthemayor.com). The platform has given the citizens of German city Heidelberg an opportunity to influence their city’s decision making process through the social media and mapping technology platform.
Launched in January by Australian-based Razorfish executive creative director Christian Behrendt as a collaborative project for his Berlin-School’s Executive MBA in Creative Leadership program and sponsored by Razorfish, the #GetTheMayor platform uses simple social media mechanics and mapping technology to give citizens the ability to influence the Mayor of Heidelberg’s weekly schedule and get him to visit a place of their choice in order to discuss the civic issues they are most passionate about.
The citizens of Heidelberg have embraced #GetTheMayor, with nearly 10% of the city’s population visiting the platform within the first four weeks of launch. In the process they have generated thousands of votes and social media posts connected to the platform’s hashtags #GetTheMayor and #HolDenOberbuergermeister.
The success of the project so far means Heidelberg has committed to keeping #GetTheMayor as an evergreen platform for the future.
In addition, three major cities have shown interest in adapting the platform for their citizens.
The launch campaign used PR, digital, social media, events, local print and out-of-home installations across the whole city to drive awareness and engagement.
Mayor Dr. Eckart Würzner has already made visits to start-ups, cultural institutions, social hot-spots and communal living projects, each of them having been the most-voted locations over the past few weeks. The Mayor engaged with the citizens who submitted these locations and issues and explored different ways that the city could help – giving him concrete actions to focus on.
The #GetTheMayor platform was deployed across desktop, mobile and tablet, offering people a simple way of getting involved and activating previously passive citizens and turning them into active members of the community.