NBCUniversal Goes Green with Facebook Campaign - Event Marketer

NBCUniversal Goes Green with Facebook Campaign

DB_NBC2_2013 ETA
Brand: NBCUNIVERSAL
Agency: IGNITION
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF FACEBOOK
Year: 2013

To give its Earth Week campaign a boost of social currency across all 38 of its networks and at two live events, NBCUniversal turned to Facebook. The program, called the Share & Tell Campaign, encouraged fans to consider their consumption habits and participate in the “sharing economy” where they could post items that they no longer need to Facebook during “online parties.”

NBCUniversal properties, including USA Network, MSNBC, Bravo Media and E! Entertainment, hosted the Share & Tell campaign page on its Facebook profiles, which introduced fans to the sharing economy with facts, stories, posts from bloggers and influencers, and an eco-quiz to engage fans in the excitement of sharing. Additionally, the page served as the point of entry to yerdle—an app-based sharing community integrated with Facebook—through which fans could share their items and enter to win exclusive premiums from NBCUniversal networks.

Facebook enabled NBCUniversal to build the connection for fans between its networks and yerdle, which together helped reinforce the sustainability values the brand promotes through its long-running Green is Universal program. The results—70 percent of contest participants shared an item and there was a marked 471-percent increase in website traffic on the first day.

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