Go Green Twitter Sweepstakes — Learn Social Media By Example

Social Media Campaign Stat Box

: Go Green Twitter Sweepstakes

: Cause Rallying

: http://createthegood.org/twittergreen

: Twitter

: Twitter Users

: Environmental, emotional

: April 2010

As globalization makes the world become smaller, it becomes increasingly easy to see how the lives of people (and plants, animals and ecosystems) everywhere are closely synced up with one another… The truth is that everything single thing we do every day has an impact on the planet — good or bad. The good news is that as an individual you have the power to control most of your choices. PlanetGreen

Campaign Idea & Objectives:

Last Spring, the AARP promoted Earth-friendly practices by asking its members to enter a sweepstakes through tweeting their green tips to @createthegood with the #gogreen hashtag.

CreatetheGood Tweet

Create the Good defines any participation in the sweepstakes as a success,” said Nathan Winters, a social media consultant with Truth + Tribe who worked with the AARP and Create the Good on the effort. “Their goal is to get people thinking about Earth Day (April 22nd) and entice them to act green on a daily basis”.

The AARP was founded in 1958, and it is a nonprofit, nonpartisan membership organization that helps people 50 and over improve the quality of their lives. As a social welfare organization, as well as, the nation’s largest membership organization for people 50+, AARP is leading a revolution in the way people view and live life.

Buzz Generated:

More than 150,000 people participated in the campaign. The winner, @stephhicks, received an eco-friendly trip to Washington D.C. (complete with carbon offsets for the flight and a metro card).

Opinion & Lessons Learned:

CreattheGood Sweepstakes

I think this is one of the clearest and simplest campaigns I have come across. I like it and I think it is a great example of a successful social media campaign.

What can we learn from it?

  • One channel can be enough: Sometimes, and depending on your target audience, campaign idea and objectives, choosing one suitable social media channel to promote your campaign could be more than enough to get you the results you were hoping for.
  • The less complicated, the better: If you want to attract your audience to your campaign, make sure that the steps they need to follow are simple and straight to the point.
  • Prizes play a major role: Never underestimate the power of prizes! People are always willing to go one extra mile for the right prize.

Finally, I would like to ask you a few questions: Did you hear about this campaign? Did you participate in it? How do you think this campaign could have been made more viral?

Looking forward to your insights and comments down below…

: 4/5
: 4/5
: 3/5
: No
: 3/5

Comments and Reactions

  • http://blog.thoughtpick.com M.Bamieh

    sounds pretty straight forward. hope they achieved their goal of spreading the green message.

  • http://www.ecothinking.org Jonathan Sundqvist

    I might be setting the bar high, but from an environmental point of view I think it is a #fail to offer a flight as a prize, considering that carbon offsets are kind of sketchy. In my opinion it sends out a message of “Flying isn't that bad as long as you do your offsets”.

    I also think you can't really measure the success of this campaign by watching how many it reached. Since the goal was to: “Their goal is to GET PEOPLE THINKING about Earth Day (April 22nd) and entice them to ACT GREEN on a daily basis”. Yes, it created a lot of impressions, but the question is whether it lasted longer than just that tweet or if the primary motivation was a try in grasping that prize.

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