This is an intriguing project that employs crowdfunding using Pozible. Basically they're aiming to reach 100 grand from punters. And if they don't amass that amount by mid November they'll refund the donors.
They've been getting some good publicity in the local press. And they're all over Twitter, Facebook and Instagram, constantly updating their accounts and keeping the momentum going.
Such a project is ideal for social media, of course. It engages the emotions well. There's an appealing vision that the creators are trying to realize. And they need people's help. By contributing, supporters feel they're appreciated; part of something bigger than themselves. It's social in the truest sense of the word. The fact that there's a deadline for the project increases the sense of urgency surrounding it and makes people more likely to share related updates with friends online.
As the site itself explains:
LUCKY CHAN IS AN ENIGMA WRAPPED IN A RIDDLE, WRAPPED IN A DUMPLING THEN DEEP-FRIED.
A self-described ‘international man of mystery’, LC is the polyester suit-wearing mover and shaker of William Street laundries. No one really knows where he came from – or where he’s going.
This image is not only exotic and mysterious, it's also nostalgic -- with a touch of humour as well. It's a memorable question, and perfect for its own hashtag -- #WhoIsLuckyChan -- that I'm sure has been working well.