Mr Leatherback is a brilliant idea thought up to protect the endangered turtle species of the same name.
Essentially this is a very clever PR campaign centered around a man, or woman, in a turtle suit. His mission is to defend his species by befriending the human race.
What could be a rather standard idea has been made brilliant by the integrated use of social media such as twitter, flickr and some great videos featuring the turtle hero.
Stats for Superheroic Turtles
Trending: Older & Chilly
Research: 1,468 clicks in 361 w
Interest: 4 minutes
Concept: Superheroic Turtles
Related: 61 examples / 47 photos
Segment: Males, 18-55
Comparison Set: 22 similar articles, including: reality public awareness, offensive desk toys, and home robot assistants.
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