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OAKLAND, Calif. -- Despite being a centerpiece of celebrations the world over, fireworks displays often release toxic chemicals into the environment; researchers are developing a new generation of fireworks that shine as bright but leave less of an impact.
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ELMSFORD, N.Y. -- Coca Cola signed a 10-year contract with UTC Power that will bring two fuel cells to a southern New York bottling plant, where they will produce enough heat and energy to satisfy nearly a third of the facility's needs. The state of New York also provided $2 million for the project.
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GENEVA, -- Efforts by the world's leading cement companies knocked down carbon dioxide emissions from the industry’s manufacturing process by 35 percent even while production climbed by 53 percent, according to a new report by the World Business Council for Sustainable Development’s Cement Sustainability Initiative.
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Driving Engagement and Viral Impact in the Green Space: Part II – Original Content
While creating and sharing user-generated content is an effective way to facilitate consumer engagement and viral marketing, it is not the only approach that marketers can take. Professionally produced original content is another proven way. Increasingly, agencies or production studios create and seed content on behalf of their clients for consumers to view and share online.
One such shop is Free Range Studios which has produced several original videos that have generated significant buzz and viral impact in the green space. Calling its approach “socially conscious viral entertainment”, Free Range tries to “distill a complicated message into a fun or moving short story” while engaging its viewers by allowing them “to write the end of that story by taking action or donating.” Stories are distributed not only through paid advertisement but via video sharing sites such as You Tube and, more specifically, RiverWired, emPivot and LivePaths in the green space. They are also distributed offline at concerts and events.
Recent Free Range videos with eco-themes including Grocery Store Wars, a Star Wars spoof about a “small band of organic vegetable puppets” including Cuke Skywalker, Ham Solo, Chewbroccoli and Obi Wan Cannoli that do battle against Darth Tader and the Dark Side of the Farm.
Most recently, Free Range released The Story of Stuff, a 20-minute video that explains the environmental impact regarding the “stuff” we consume. The video has been a huge hit, recording more than 3 million viewers on The Story of Stuff microsite alone. Moreover, the video has received acclaim by winning the SXSW Interactive Award for its contribution as an educational resource.
Marketers should recognize that there are certain trade-offs made in producing their own original content themselves versus encouraging users to generate it for them. For example, with original content, upfront costs are likely to be significant higher. Yet, for getting a complex message across to consumers, original content may be a marketer’s best option to hit a home run.
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Love this blog, these videos!
I've been long convinced that CSR would need to morph from Corporate Social Responsibility to Consumer Social Responsibility or at least come together as one (CCSR???) to have a true and lasting impact on climate change, unsustainable third-world resource extraction and a host of other societal ills. This Story of Stuff video and your blog posts are great for showing us pathways forward without being overly parental.
Thanks for continuously pounding the drum and showing us proactive ways out of the muck.
I'm going to try to do my part by posting a blog on green marketing tactics for B2B marketers next week at www.BNJ.com. Stay tuned and keep writing.
Mark Evertz
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