Ahead of the upcoming anniversary of the September 11th attacks, McCann Worldgroup has partnered with a motorcycle club called “Ride with the 40” to raise money for a national memorial at the Flight 93 crash site. According to AgencySpy, 3 producers from McCann have joined Ride with the 40 on a cross-country road trip to generate funds by utilizing social media throughout the journey.

The concept is to encourage people to donate to the cause via their web site and via text message, but also to create a community effort by inviting people to participate in social networking with Ride with the 40 and fellow followers. Ride with the 40 are utilizing Twitter, Facebook, and Foursquare to document their journey, which began in Newark, NJ last week and will end in San Francisco. [Read more…]