Universal Pictures has launched its “Robin Hood: Lionhearts” program, a cause-based initiative designed to reward those who dedicate their time to change the world… the heroes who inspire us by making selfless contributions to their communities. In support of Universal’s upcoming epic action-adventure Robin Hood, starring Oscar winner Russell Crowe, the initiative will embody the legendary Robin Hood message in a modern way—through peer sharing and social networking.
The program gives Lionhearts-people who make a positive impact in society via their participation in a cause or charity-the opportunity to share their stories of philanthropy and garner votes of support from friends, family and colleagues. Three Lionhearts will win a Grand Award and receive $5,000 each, in addition to $5,000 to share with a cause of their choice. Ten Lionhearts will win a First Award and receive $500 each, in addition to $500 to share with a cause of their choice. During the three-phase campaign, Lionhearts will be featured through an online profile, along with their chosen cause. Universal Pictures has partnered with three not-for-profits: United Way, City Year and Robin Hood, to identify Lionhearts in their respective organizations.
The promotion’s website, which is fully integrated with YouTube, Twitter and Flickr, will pull in conversations about the Lionheart, thereby displaying in real-time the amount of buzz surrounding a candidate. A Lionhearts program on the social hub Peer will provide an additional channel for participants and fans to share the initiative across 20 social networking platforms, as they earn rewards for doing so. Lionhearts will be able to engage their friends and actively evolve the conversations through their social networking activity. For more information about the program, visit RobinHoodLionhearts.com.