Best Buy is trying to let more people know about their Greener Together™ e-cycling program. They've had this program in place for at least a year now, but thanks to their recent billboard campaign, the word is spreading through social media.
This is a good example of two points I talk about with clients and in presentations about social media. The first is that no matter what you're doing, do something worth talking about. If your goal is awareness, your approach shouldn't be to simply put a message in front of people, but to do something that makes them want to tell someone else about it. A billboard spelling the word e-cycle out of recycled consumer electronics does just that.
A second point I talk about is using social media to get credit for the things you do that people might care about, but for one reason or another, likely don't know about. Tell stories about unique things that make up your culture. Share expertise that resides within your walls. Show people the interesting things you are working on. And while this example is being run through traditional media for Best Buy, using YouTube to talk about a billboard you made out of recycled electronics to promote your recycling program helps spread the word about it beyond the market(s) where you ran our OOH buy.
Another thing this program is doing right is that it's a good example of a company doing something good for others and the world.
Is this Earth-shattering, award winning work? Likely not. But I do think it takes a few steps in the right direction for how advertising's role is evolving.
Comments