By Nigel M Smith | Indiewire July 18, 2011 at 7:50AM
How they did it? The company launched a social media campaign tied to the short documentary "Raindrops Over Rwanda," which examines the country post-genocide. Due to the overwhelming hits their Facebook page for the film has received, Explore.org told indieWIRE they promise to grant $50K to the Center.
As promised in May, here's the world premiere of the short: