What was one of the most important lessons learned from the Lights in the Night campaign? Provide an example from the case.

What will be an ideal response?

One of the most important lessons from this campaign is to anticipate what could go wrong and have a plan. For example, because of copyright restrictions about background music, some of the most spectacular and most viewed videos about the lanterns were taken down from YouTube. In contrast, local media outlets WOODTV 8 and WZZM 13 “official” videos each had under 3,000 views showing that we are all content creators, and that user-generated content plus personal connections were far more valuable creating word-of-mouth public relations than those generated via traditional media channels, digital, or otherwise. Had 8ThirtyFour not followed alerts and performed searches for new user-generated media every few hours we would have likely missed some of the most beautiful (and yes, illegal), meaningful, and heart-tugging media involved with this event.