I went to another fantastic NFPtweetup last night. Run and organised by
the lovely people at Beautiful World it's an event that continues to motivate
and inspire me. I just love the fact that third sector people of all types (from
coders through to direct marketers) get together once a quarter, to
learn, share, chat, drink and think together in such a relaxed and informal way.
What really inspired me last night was James Sadri from
Greenpeace UK’s presentation on the recent Volkswagen campaign; you just have
to check it out if you’re not aware of it.
The campaign objective is for VW to turn away from the Dark
Side by dropping their opposition of key environmental laws.
James’s presentation was brilliant, a perfect NFPtweetup
presentation because he delivered it with a smile, shared lots with us all and
was so obviously in love with and passionate about his job.
But what really got me thinking was a fantastic aspect of
the campaign that was created to incentivise people to spread the word and get
others to sign up.
In the hope that you might win a limited edition T-shirt,
those who sign up to the campaign can embark on Jedi training. Basically you
sign up, you register, and you’re given a personal page and URL. Then of course
you are asked to spread the word into your own social networks. Greenpeace want
to harness the power of your referral to get your friends and contacts to sign
up and spread the word, you know the theory here.
But you get given points, one for every view of your
personal page and five for every person who signs up to the campaign from your
page. The more points you are given, the further along the Jedi training path
you go. Starting as an Ewok the goal is to unlock the T-Shirt once you have
accumulated 1,500 points. Genius.
James went on to describe the lengths that people have gone
to in order to further their path to the T-Shirt. My favourite was the guy who set up a blog claiming to know how
to hack the page and get the T-Shirt, when you click on the link for the way to
do it; you of course end up on his personal page and give him an extra point!
So I had to give it a go. I got home, registered and set up
my own page. So far I’ve progressed from Ewok to Princess Leia and just
unlocked Jedi Mind Tricks next stop is to unlock the Wookie at 100 points. Have
a look here to see what I’m on about. (And yes, that was a shameless attempt to get another page view.)
I loved pretty much everything about the campaign, but think
that this idea is brilliant. We can argue if all traffic is good traffic, but
in this case putting the message in front of many people as possible seems like
a decent outcome.
On a personal level it’s reminded me of how brilliant Greenpeace can be, and reminded me to set up that Direct Debit I keep on thinking about.
On a personal level it’s reminded me of how brilliant Greenpeace can be, and reminded me to set up that Direct Debit I keep on thinking about.
NB > I recognise that is the second post with a Star Wars
theme in the last few months. Please
don’t worry, I would describe myself as geekish, but I’m not that Star Wars
geek we all know! And here is the proof!
