1. Client: Bridgestone
Name: Rethink Green Contest
Tactic: Cause-related Essay Contest
Objectives: To leverage Bridgestone Ecopia’s eco-friendly brand and their “One Team, One Planet” program to benefit children and the community.
Mechanics: Entrants nominated a park, school playground or neighborhood green space with a short essay and images. A panel of guest judges (Bridgestone execs, press, etc.) selected the Top 12 submissions for community voting. The community voted on their favorite, and the park/school with the most votes won $25,000 towards the park, school, playground or neighborhood green space makeover. A sweepstakes overlay provided incentive for the community to participate and vote. Social media, standard media and earned media drove awareness and participation.
Prizes: Contest Grand Prize: a $25,000 green space makeover. Contest Finalist Prizes (12): set of Sponsor-specified Ecopia or Eco-Product Tires.
DJA Handled: All elements were handled by DJA except creative.