Batman for a day!

Creating a memorable experience is the cornerstone of good marketing. Not only does it signal a meaningful encounter with a certain brand but it remains in them mind of the consumer and occasionally – in the case of Make a Wish – with a larger proportion of society for a long time.


All eyes were on San Francisco last week as the Make a Wish foundation and 12,000 local volunteers transformed San Francisco into the famous Gotham City. The cause for this transformation was Miles, a 5-year-old boy who is in remission after a tense period battling leukemia and has always dreamed of becoming legendary superhero Batman.

The story of Miles’ transformation into Batkid, Batman’s helpful sidekick, and his superhero journey around Gotham City freeing damsels and arresting bank robbers has hit papers right across the globe and raised significant awareness for the fantastic plight of the Make a Wish foundation.

But what does this have to do with marketing?

Next to making Miles’ dreams come true, the second most important facet of this event lies in its promotion.

By effectively communicating this massive transformation, the Make a Wish foundation has come to the front of the minds of not only 12,000 San Franciscans who took part but many millions of people who have been touched by this story across the world. Through the creation of this memorable experience for Miles, people across the world have also watched as this experience took place and thus have had their own memorable experience created for them.

And next time all these people have a couple of spare dollars they are looking to donate or walk past a volunteer collecting money for Make a Wish, they will be more likely to participate in this foundation’s exciting future realising the dreams of more kids doing it tough in hospitals.

In fact, the social movement behind Make a Wish has already commenced with the sale of commemorative Batkid t-shirts with all proceeds going towards the charity. The shirts have already raised $10,000 and have sold out with many more orders for t-shirts on backorder.

See, marketing isn’t always bad! The marketing forces that have been publicising this event encouraged 12,000 people to give up a day to help Miles and have also raised many thousands of dollars for this organisation to continue to spread joy. All through the creation of a memorable experience for one boy and millions of onlookers world-wide!