A memorable Make-A-Wish Foundation project occurred on Nov. 15, 2013, in San Francisco, thousands of volunteers, city officials and businesses worked to turn San Fran into "Gotham City," so it could be "saved" by five-year-old cancer survivor Miles Scott -- who became "Batkid". The stunt resulted in huge media exposure. There were 406,960 related tweets that day, and more than 21,683 photos were posted on Instagram and Twitter. Make-A-Wish "accomplished something huge," says Chris Martin, social media strategist for FletcherPR, and its Batkid campaign "got people to love them even more." People were inspired by Batkid's courage and wanted to "share in the communal endorphin rush," says Steven Z. Ehrlich, global vice president, client development, TMP Worldwide.