We used to think about “going green” by way of recycling or using less paper. Those actions are still important and in play, no doubt. But more and more, marketers are developing creative engagements that are immersing consumers in modern environmental issues and in CSR missions. These strategies are getting the attention of cause-supportive millennials and transforming the entire experiential design space in the process.
BIOFUEL AND A TINY HOUSE
Dunkin’ Donuts is capturing headlines with it’s The Home That Runs on Dunkin’ tiny house program, created with Airbnb and Olivia Wilde. The structure runs on 80 percent biofuel from 65,000 pounds of used Dunkin’ coffee grounds, produced in partnership with Blue Marble Biomaterials.
FOOD CARTS FOR FOOD WASTE
The Economist hit the streets of five cities with a branded coffee cart and a mission to highlight the impact of food waste on the environment. The “Grounds for Change” program was based on the publication’s report, “Oil in Your Coffee,” that like that Dunkin’ tiny house, highlights the little-known uses for coffee grounds, like creating biodiesel fuel.
Daimler’s Mitsubishi Fuso brand, maker of the first mass-produced, zero-emission truck, put its money where its wheels are by opting out of a traditional product launch in a convention center, and instead, repurposing an outdoor parking garage and transforming it into the Positive Energy Station. Among activities: “Smoothie” bikes that attendees could hop on to power a blender while they pedaled.
Citi for its Global Citizen Festival hospitality lounge last year leveraged recycled wood, lush greenery and biodegradable elements for the design.
Brands recognize that beyond an experience, they need to inspire consumers to take action to help make positive changes for the environment. At Pitchfork Festival last summer, CLIF Bar installed a solar-powered charging station in its activation, offered analog engagements like lawn and board games, and placed a sample and a branded bungee cord on bicycles throughout the festival to reward consumers for choosing “low-energy” merthods of transportation. To boot, consumers could receive a long-lasting Inbox temporary tattoo in exchange for making a $10 donation to the Alliance Great Lakes nonprofit.